Word-Of-Mouth and Willingness to Pay (WTP) Price Premium: Mediating Role of Herbal Brand Credibility and Brand Trust in Ghana-Reference-Cited by-同舟云学术

Word-Of-Mouth and Willingness to Pay (WTP) Price Premium: Mediating Role of Herbal Brand Credibility and Brand Trust in Ghana

Published:2023-11-06 Issue: Volume: Page:1-18
ISSN:1522-8916
Container-title:Journal of African Business
language:en
Short-container-title:Journal of African Business

Author:

Oppong Peter Kwasi¹,Oppong Mensah Nicholas²,Berko Daniel³

Affiliation:

1. Department of Marketing & Corporate Strategy, Kwame Nkrumah University Science & Technology, Kumasi, Ghana

2. Department of Agricultural Economics Agribusiness & Extension, University of Energy & Natural Resources, Sunyani, Ghana

3. Department of Entrepreneurship & Business Sciences, University of Energy & Natural Resources, Sunyani, Ghana

Publisher

Informa UK Limited

Subject

Development,Geography, Planning and Development

Link

https://www.tandfonline.com/doi/pdf/10.1080/15228916.2023.2277574

Reference59 articles.

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2. Measuring Brand Equity Across Products and Markets

3. How Millennials' Knowledge, Trust, and Product Involvement Affect the Willingness to Pay a Premium Price for Fairtrade Products?

4. An examination of the relationships between physical environment, perceived value, image and behavioural intentions: A SEM approach towards Malaysian resort hotels;Ali F.;Journal of Hotel and Tourism Management,2013

5. Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity

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