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Personal interest branding: Source of price premium

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SUCHOMELOVÁ Aneta PROCHÁZKA Jakub ĎURINÍK Michal

Druh Článek v odborném periodiku
Časopis / Zdroj Journal of International Consumer Marketing
Fakulta / Pracoviště MU

Ekonomicko-správní fakulta Fakulta sociálních studií

Citace
WWW Full-text, journal website
Doi http://dx.doi.org/10.1080/08961530.2016.1236309
Obor Řízení, správa a administrativa
Klíčová slova Conspicuous consumption; field experiment; Flamenco; personal branding; positional goods; status consumption
Popis 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.
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