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Impact of self‐brand connection on willingness to pay premium: Relevant mediators and moderators

Juhi G. Sarkar, S. Sreejesh, Abhigyan Sarkar, Yogesh Dwivedi Orcid Logo

Psychology & Marketing, Volume: 38, Issue: 11, Pages: 1942 - 1959

Swansea University Author: Yogesh Dwivedi Orcid Logo

  • Accepted Manuscript under embargo until: 28th July 2023

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DOI (Published version): 10.1002/mar.21554

Published in: Psychology & Marketing
ISSN: 0742-6046 1520-6793
Published: Wiley 2021
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Keywords: Self-brand connection, brand love, intransigent brand attitude, flexible brand attitude, cynicism, other customer perception
College: Faculty of Humanities and Social Sciences
Issue: 11
Start Page: 1942
End Page: 1959