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 and Chou-Kang Chiu ()
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Sheng-Wuu Joe: Vanung University
Yuan-Hui Tsai: Chihlee University of Technology
Chieh-Peng Lin: National Chiao Tung University
Hwa-Chun Ma: China University of Technology
Chou-Kang Chiu: National Taichung University of Education

Review of Managerial Science, 2017, vol. 11, issue 3, No 8, 717-735

Abstract: 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.

Keywords: Susceptibility to brand prestige; Susceptibility to normative influence; Brand credibility; Perceived value; Self-congruence theory; Social identity theory (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11846-016-0203-2

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