Branding and Yemeni Organizations’ Willingness to Pay a Price Premium for Audit Services
Marwan Ghaleb () and
Burçin Kaplan ()
Additional contact information
Marwan Ghaleb: Istanbul University, Institute of Social Sciences, Department of Business Administration, Istanbul, Turkey
Burçin Kaplan: Istanbul Aydin University, Institute of Social Sciences, Department of Business Administration, Istanbul, Turkey
Istanbul Management Journal, 2020, vol. 0, issue 88, 127-143
Brand is considered as a profitability enhancing factor and an element that enhances the purchase intention and consumers’ willingness to pay a price premium. This research studies the effects of brand credibility, perceived uniqueness, and brand trust on consumers’ willingness to pay a price premium for audit services in Yemen. The research aims to understand the organizations’ attitude toward branded audit firms (big 4) in an unstable political and economic environment, taking Yemen as an example. Data were collected from 121 organizations that were audited in the last two years and analyzed using regression analysis. The analysis results revealed that the audit firms’ brand credibility and brand trust do not affect consumers’ willingness to pay a price premium, but their perceived uniqueness affects consumers’ willingness to pay a price premium for audit services in the Yemeni market. This research discusses the branding effect on the audit firms from the consumer point of view. It provides insights to the audit firms about the organizations’ attitude toward their audit fees, and their pricing strategies in an unstable environment.
Keywords: Brand Trust; Consumer (WTP) a price premium; Audit firms; Yemen (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:ist:ibsimj:v:0:y:2020:i:88:p:127-143
Access Statistics for this article
Istanbul Management Journal is currently edited by Cem CÃ¼neyt ArslantaÅŸ
More articles in Istanbul Management Journal from Istanbul University Business School Contact information at EDIRC.
Bibliographic data for series maintained by Ertugrul YASAR ().