The effect of brand image on willingness to pay for hedonic and utilitarian water brands

• Autor(a) principal: Marxer, Tanja Renata
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/41716
• topic: Brand image; Purchase intention; Willingness to pay; Self-esteem; Hedonism; Utilitarianism; Water brands; Imagem de marca; Intenção de compra; Disponibilidade para pagar; Autoestima; Hedonismo; Utilitarismo; Marcas de água; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Clean drinking water is a human right and yet there are many companies that sell bottled water as hedonic products. This study investigates whether hedonic and utilitarian water brands available in the Swiss market have a different effect on purchase intention and willingness to pay. Furthermore, the impact of brand image on willingness to pay, while examining the mediating function of purchase intention and the moderating impact of self-esteem is researched. This quantitative study was conducted with the use of an online survey. The stimuli for the research were the brands Fiji (hedonic), Swiss Alpina (utilitarian) and Evian (hedonic and utilitarian). Study relevant data was collected with the use of Qualtrics and evaluated on SPSS. The results of the study showed that only the relationship between brand image and purchase intention is statistically significant. Thus, it can be confirmed that brand image is a predictor for purchase intention. Additionally, the outcome demonstrated that the different brands had different effects on purchase intention and willingness to pay. However, all the other relationships of the conceptual model were not statistically significant. This could be due to the complex conceptual model, especially because self-esteem alone is a rather complicated psychological construct that is difficult to measure. The outcome indicated the importance of building strong brands and brought new insights in the field of consumer behavior.