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

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. In order to have maximum reach of the questionnaire, the survey was released via email databases of universities and digital channels. Findings Imageries were identified that positively correlates to purchase intention and price premium, and there seems to be a determined difference between consumers in Europe and Japan. This initial study was intentionally broad to achieve multiple insights, and future studies might want to specify more in order to increase the understanding regarding certain areas of the issue. Practical implications – The results help brand managers to recognize the importance of incorporating price premium and to develop a better understanding of what drives price premium in addition to more traditional dimensions as quality and satisfaction. As well as the importance of adapting to local culture and recognize the issue of individualism and collectivism. Originality/value – This paper connects culture to price premium and purchase intention. By exploring these concepts from an international perspective, this paper provides interesting insights into the importance of societal culture and also how price premium and purchase intention might be achieved.