Assessing perceived value: moderating effects of susceptibility to brand prestige and susceptibility to normative influence

Sheng Wuu Joe, Yuan Hui Tsai, Chieh-Peng Lin, Hwa Chun Ma, Chou Kang Chiu*

*Corresponding author for this work

Research output: Contribution to journalArticle

1 Scopus citations

Abstract

Concerns about individuals’ susceptibility to brand prestige and their social implications of consumption often affect consumer behavior. To clarify such concerns in depth, this study assesses the relationship between brand credibility and perceived value by simultaneously examining the main effects and moderating effects of both susceptibility to brand prestige and susceptibility to normative influence. Empirical testing using a survey of 336 smartphone users from the high-tech and banking industries confirms most of the hypothesized effects in this study. Finally, based on its findings, this study discusses managerial implications as well as research limitations.

Original languageEnglish
Pages (from-to)717-735
Number of pages19
JournalReview of Managerial Science
Volume11
Issue number3
DOIs
StatePublished - 1 Jul 2017

Keywords

  • Brand credibility
  • Perceived value
  • Self-congruence theory
  • Social identity theory
  • Susceptibility to brand prestige
  • Susceptibility to normative influence

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