About this document
Brand Credibility and Price Sensitivity by Donna Davis is a document available to read on EtoBox.
This document analyzes how brand credibility impacts consumer price sensitivity. It hypothesizes that higher brand credibility decreases consumer sensitivity to price by increasing the weight of non-price attributes in consumer decision making. The study examines the effect across product categories like juice, shampoo, jeans and computers that vary in potential for consumer uncertainty. Results indicate brand credibility decreases price sensitivity and the magnitude of this effect varies by product categor
- Author
- Donna Davis
- Language
- EN