Purpose
– The purpose of this paper is to assess the relationship between perceived brand quality (PBQ), customer perceived value (CPV) and disposition to pay a higher price (DHP) for a product. Such an assessment also seeks to determine if consumer involvement and brand performance measurements have moderating effects on this relationship.
Design/methodology/approach
– Data from a sample of n = 1,029 purchasers of six different product categories were analysed. The respondents evaluated a product with items based on involvement profile scales. The chosen brands were evaluated using perceived quality, value and brand performance items. Respondents were also asked if a higher price for the chosen product/brand would be paid. Structural modelling was implemented. To corroborate moderating effects, a nested comparison invariance test for structural weights was used.
Findings
– PBQ has a direct effect on CPV but not on DHP. CPV has a mild effect on DHP. Involvement and brand performance moderating effects were confirmed.
Originality/value
– Brand quality is assumed as a strategy to achieve a higher price disposition through customer value in contrast with previous empirical literature that puts the price as a sign of quality. DHP is argued as a measurement to indicate “superior customer perceived value”. This variable would be different from and more difficult to achieve than CPV.
Moth-eye (ME) arrays with varying aspect ratios and profile heights were fabricated in Si using a general colloidal lithography and reactive ion etching technique. Antireflective (AR) properties of the arrays were rigorously assessed from the near to far infrared (λ=2-50 μm) using transmission and reflection measurements via dispersive and Fourier transform infrared spectroscopy and modeled using an effective medium approximation (EMA). Infrared transmission of low aspect ratio structures (~2) matched the EMA model, indicating that the most important factor for AR at higher wavelengths is structure height. High aspect ratio structures (>6) were highly transmissive (>90% of theoretical maximum) over a large bandwidth in the mid-infrared (20-50 μm). Specular reflectance, total transmission, and diffuse reflectance (DR) measurements indicate that ME structures do not reach the theoretical maximum at near-infrared wavelengths due to DR and forward scattering phenomena. Ultimately, correlating optical performance with feature geometry (pitch, profile, height, etc.) over multiple length scales allows intelligent design of ME structures for broadband applications.
A two-step colloidal lithography process (Langmuir–Blodgett dip coating + reactive ion etching) was developed to fabricate single and double-sided moth-eye structures in Si, Ge, and GaAs for antireflection applications in the IR. Large increases in transmittance were obtained in all three material platforms (up to 97% single-side and 91% absolute transmittance) over the λ = 4−20+ μm region. Effective medium theory and the transfer matrix method were used to predict IR optical response of moth-eye substrates as well as investigate the effect of protuberance shape on antireflectance behavior. Overall, it is demonstrated that colloidal lithography and etching provide an easy and generic way to synthesize moth-eyes in different IR material platforms.
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