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

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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.

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Acknowledgments

This study was supported by Ministry of Science and Technology, Taiwan.

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Authors and Affiliations

  1. Department of Business Administration, Vanung University, No.1, Wanneng Rd., Zhongli Dist., Taoyuan City, Taiwan

    Sheng-Wuu Joe

  2. Department of Finance, Chihlee University of Technology, New Taipei City, Taiwan

    Yuan-Hui Tsai

  3. Institute of Business and Management, National Chiao Tung University, No.118, Sec. 1, Chung-Hsiao W. Rd., Taipei, Taiwan

    Chieh-Peng Lin

  4. Department of Information Management, China University of Technology, No. 56, Sec. 3, Xinglong Rd., Wunshan District, Taipei, Taiwan

    Hwa-Chun Ma

  5. Graduate Institute of Business Administration, National Taichung University of Education, No.140, Minsheng Rd., West Dist., Taichung City, Taiwan

    Chou-Kang Chiu

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  1. Sheng-Wuu Joe
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Corresponding author

Correspondence to Chou-Kang Chiu.

Appendix: measurement items

Appendix: measurement items

Perceived value (Source: Lam et al. 2010).

  • PV1. What I get from [brand name] is worth the costs.

  • PV2. All things considered (price, time, and effort), [brand name] is a good buy for a smartphone.

  • PV3. When I use [brand name], I feel I am getting my money’s worth.

SNI (Source: Bearden et al. 1989).

  • SNI1. I use a specific brand, because I think my friends (or colleagues) will approve of it.

  • SNI2. I choose a specific brand, because my friends (or colleagues) expect me to buy it.

  • SNI3. I achieve a sense of belonging by using the same brand that my friends (or colleagues) use.

  • SNI4. I usually buy the brand that my friends (or colleagues) use.

  • SNI5. I often purchase the brand when I am sure my friends approve of its fashion styles.

  • SNI6. It is important for me that others like the brand I use.

SBP (Source: Baek et al. 2010).

  • SBP1. [Brand name] susceptibly arouses my sentiment about its high prestige.

  • SBP2. [Brand name] has a symbolic meaning for me due to its upscale features.

  • SBP3. I susceptibly feel [brand name] has the temptation of high status that I could not resist.

Brand credibility (Source: Baek et al. 2010).

  • BC1. [Brand name] delivers (or will deliver) what it promises.

  • BC2. The product claims from [brand name] are believable.

  • BC3. Over time, my experiences with [brand name] have led me to expect it to keep its promises.

  • BC4. [Brand name] is committed to delivering on its claims.

  • BC5. [Brand name] has a name you can trust.

  • BC6. [Brand name] has the ability to deliver what it promises.

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Joe, SW., Tsai, YH., Lin, CP. et al. Assessing perceived value: moderating effects of susceptibility to brand prestige and susceptibility to normative influence. Rev Manag Sci 11, 717–735 (2017). https://doi.org/10.1007/s11846-016-0203-2

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