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1. 1. A global brand imagery context on consumers’ willingness to purchase and pay price premium: the EuroAsia telecommunication sector

   University essay from Göteborgs universitet/Graduate School

   Author : Adam Oskarsson; Andreas Rosander; Pattapong Wirungruangkul; [2018-07-03]
   Keywords : Price premium; Purchase intention; Brand imageries; Brand equity; Telecommunication; Smartphones;

   Abstract : Purpose – The aim of this study is to explore how societal culture and brand imageries influence consumers’ willingness to pay price premium, along with consumers purchase intentions. Design/methodology/approach – The study is based on a quantitative survey of brand images found in the telecommunication sector and branding literature. READ MORE