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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Sheng-Wuu Joe & Yuan-Hui Tsai & Chieh-Peng Lin & Hwa-Chun Ma & Chou-Kang Chiu, 2017. "Assessing perceived value: moderating effects of susceptibility to brand prestige and susceptibility to normative influence," Review of Managerial Science, Springer, vol. 11(3), pages 717-735, July.
    • Handle: RePEc:spr:rvmgts:v:11:y:2017:i:3:d:10.1007_s11846-016-0203-2
    DOI: 10.1007/s11846-016-0203-2
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    Cited by:

    1. Yan Shi & Bo Zou & Roberto S. Santos, 2021. "Dr. Jekyll and Mr. Hyde: How do academic entrepreneurs deal with identity conflict?," Review of Managerial Science, Springer, vol. 15(8), pages 2165-2191, November.

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    More about this item

    Keywords

    Susceptibility to brand prestige; Susceptibility to normative influence; Brand credibility; Perceived value; Self-congruence theory; Social identity theory;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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