Abstract
PurposeBrand reputation (BR) is one of the most important factors that affect the consumer–brand relationship and give businesses a competitive advantage. Businesses with a strong BR can increase their market shares and product market prices, in addition to gaining a competitive advantage. In order for businesses to have these advantages, they need to know and analyze their consumers. This study aimed to develop an alternative analysis method by using classification algorithms and regression analysis to measure and evaluate the effect of consumers' BR perceptions on their willingness to pay premium prices (WPP).Design/methodology/approachThe research data were collected from 483 participants by the online survey method due to the COVID-19 pandemic. The data were first analyzed with regression analysis, and the effect of BR on WPP was found to be significant. Then, using artificial intelligence (AI) methods that were not used in previous studies, consumers' perceptions of BR and WPP were clustered and classified.FindingsThe results revealed the highest and lowest customer groups with BR and WPP and empirically demonstrated that highly accurate practical classification models can be applied to determine strategies in line with these findings.Originality/valueThe model proposed in this study offers an integrated approach by using AI and regression analysis together and tries to fill the gap in the literature in this field. Therefore, the novelty of this study is to quantitatively reveal and evaluate the relationship between BR and WPP by using AI classification algorithms and regression analysis together.
Subject
Computer Science (miscellaneous),Social Sciences (miscellaneous),Theoretical Computer Science,Control and Systems Engineering,Engineering (miscellaneous)
Reference135 articles.
1. Corporate reputation as a strategic asset;International Journal of Business and Social Science,2013
2. Consumer's trust in the brand: can it be built through brand reputation, brand competence and brand predictability;International Business Research,2010
3. Consumer willingness to pay price premiums for environmentally certified wood products in the US;Forest Policy and Economics,2007