Personal interest branding: Source of price premium

J 2017

Personal interest branding: Source of price premium

SUCHOMELOVÁ, Aneta, Jakub PROCHÁZKA a Michal ĎURINÍK

Základní údaje

Originální název

Personal interest branding: Source of price premium

Autoři

SUCHOMELOVÁ, Aneta (203 Česká republika, domácí), Jakub PROCHÁZKA (203 Česká republika, garant, domácí) a Michal ĎURINÍK (703 Slovensko, domácí)

Vydání

Journal of International Consumer Marketing, TAYLOR & FRANCIS LTD, 2017, 0896-1530

Další údaje

Jazyk

angličtina

Typ výsledku

Článek v odborném periodiku

Obor

50600 5.6 Political science

Stát vydavatele

Velká Británie a Severní Irsko

Utajení

není předmětem státního či obchodního tajemství

Odkazy

Full-text, journal website

Kód RIV

RIV/00216224:14560/17:00095897

Organizační jednotka

Ekonomicko-správní fakulta

DOI

http://dx.doi.org/10.1080/08961530.2016.1236309

UT WoS

000392326700004

Klíčová slova anglicky

Conspicuous consumption; field experiment; Flamenco; personal branding; positional goods; status consumption

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 12. 1. 2024 13:18, Mgr. Pavlína Kurková

Anotace

V originále

This study looks at whether and why people are prepared to pay more money for products that signalize their personal interests. The design is an intrasubject field experiment carried out using five, real, one-sided Internet auctions. The sample consists of 83 participants from the Czech Flamenco community. In the auction, they placed bids for five types of products—a branded bag, a white shopping bag, a mug, a white top, and a black T-shirt. These items appeared in the auction randomly in Flamenco (bearing visual reference to Flamenco culture) and non-Flamenco generic versions. In the case of the white shopping bag, the mug, and the tank top, the respondents were willing to pay almost double for the Flamenco version in comparison with the generic version. This was partly due to their greater emotional attachment to the Flamenco version of the product. The price difference for the branded bag and the black T-shirt was smaller and insignificant. This study opens up the theme of personal interest branding.

Návaznosti

MUNI/A/1021/2015, interní kód MU

Název: Behaviorálně ekonomické experimenty v marketingu a managementu

Investor: Masarykova univerzita, Behaviorálně ekonomické experimenty v marketingu a managementu, DO R. 2020_Kategorie A - Specifický výzkum - Studentské výzkumné projekty

Přiložené soubory

Suchomelova_2017_personal_branding_postprint.pdf

Citovat

SUCHOMELOVÁ, Aneta, Jakub PROCHÁZKA a Michal ĎURINÍK. Personal interest branding: Source of price premium. Journal of International Consumer Marketing. TAYLOR & FRANCIS LTD, 2017, roč. 29, č. 1, s. 27-34. ISSN 0896-1530. Dostupné z: https://dx.doi.org/10.1080/08961530.2016.1236309.

@article{1357523,
   author = {Suchomelová, Aneta and Procházka, Jakub and Ďuriník, Michal},
   article_number = {1},
   doi = {http://dx.doi.org/10.1080/08961530.2016.1236309},
   keywords = {Conspicuous consumption; field experiment; Flamenco; personal branding; positional goods; status consumption},
   language = {eng},
   issn = {0896-1530},
   journal = {Journal of International Consumer Marketing},
   title = {Personal interest branding: Source of price premium},
   url = {http://www.tandfonline.com/doi/full/10.1080/08961530.2016.1236309},
   volume = {29},
   year = {2017}
}

TY  - JOUR
ID  - 1357523
AU  - Suchomelová, Aneta - Procházka, Jakub - Ďuriník, Michal
PY  - 2017
TI  - Personal interest branding: Source of price premium
JF  - Journal of International Consumer Marketing
VL  - 29
IS  - 1
SP  - 27-34
EP  - 27-34
PB  - TAYLOR & FRANCIS LTD
SN  - 08961530
KW  - Conspicuous consumption
KW  - field experiment
KW  - Flamenco
KW  - personal branding
KW  - positional goods
KW  - status consumption
UR  - http://www.tandfonline.com/doi/full/10.1080/08961530.2016.1236309
N2  - This study looks at whether and why people are prepared to pay more money for products that signalize their personal interests. The design is an intrasubject field experiment carried out using five, real, one-sided Internet auctions. The sample consists of 83 participants from the Czech Flamenco community. In the auction, they placed bids for five types of products—a branded bag, a white shopping bag, a mug, a white top, and a black T-shirt. These items appeared in the auction randomly in Flamenco (bearing visual reference to Flamenco culture) and non-Flamenco generic versions. In the case of the white shopping bag, the mug, and the tank top, the respondents were willing to pay almost double for the Flamenco version in comparison with the generic version. This was partly due to their greater emotional attachment to the Flamenco version of the product. The price difference for the branded bag and the black T-shirt was smaller and insignificant. This study opens up the theme of personal interest branding.
ER  -

SUCHOMELOVÁ, Aneta, Jakub PROCHÁZKA a Michal ĎURINÍK. Personal interest branding: Source of price premium. \textit{Journal of International Consumer Marketing}. TAYLOR \&{} FRANCIS LTD, 2017, roč.~29, č.~1, s.~27-34. ISSN~0896-1530. Dostupné z: https://dx.doi.org/10.1080/08961530.2016.1236309.

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