Conceptualizing eWOM, Brand Image, and Brand Attitude on Consumer’s Willingness to Pay in the Low-Cost Airline Industry in Thailand

Abstract

<jats:p>The expansion usage of the Internet, especially social media, has extended customers options for gathering products and services information by including other customers' comments and opinions posted on the Internet. Customers are able to share their experience, perception, and advice by involving in electronic word-of-mouth (eWOM) on their social media and websites that facilitate reviewing of consumer’s experiences, which can be reached by their friends and other potential customers. This study reviews literature related to eWOM, brand attitude, brand image, brand loyalty, and their implication on the willingness to pay premium ticket price in the context of the low-cost airline industry in Thailand. Existing literature presented that eWOM, as well as, brand image have positive influences on customer’s repurchase intention. In addition, brand attitude and brand loyalty also influence customers’ intention to buy for a particular product. This leads to the motivation to formulate a conceptual framework to explore the relationships between the mentioned independent variables on the willingness to pay more on airline ticket price. This conceptual framework also suggests methodology and sample groups for further research investigation.</jats:p>

Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets

“…A company with a strong brand image would be able to rapidly and successfully implement promotional strategies, strengthening consumer loyalty, whilst a company with a poor brand image would indeed do the opposite (Dash et al, 2021). Furthermore, Yodpram and Intalar (2020) suggested the direct influence of brand image on consumers' willingness to pay premium price. Consumers who have a favourable perception of a brand are prepared to pay a premium price to attain the brand (Keller, 1993).…”

“…Laroche, Habibi, and Richard (2013) argued that SMMAs can improve consumer relationships and in turn develop BRL. Yodpram and Intalar (2020) postulated the direct relationships of BRL and BBI with consumers' willingness to pay premium price. In a prior study, Pourazad et al (2019) empirically demonstrated the positive influence of brand loyalty on willingness to pay premium price.…”

Brand awareness, word-of-mouth and willingness-to-pay (WTP) high price

“…A favourable and unique brand image can drive brand differentiation, extension, buying decisions, product information processing and retrieval, and support favourable attitudes and behaviours toward a product (Aaker, 1991). Past investigations also reported that image exerts a strong influence on word-of-mouth (Ismail & Spinelli, 2012;Sharma & Nagpal, 2017), WTP a high price (Yodpram & Intalar, 2020: Monavvarian et al, 2015. In turn, brand image is positively affected by awareness (Oppong et al, 2020;Mulyono, 2016).…”

“…Responding to the growing needs of Ghanaians for herbal remedies, the number of firms in the industry has increased tremendously, giving rise to keen rivalry and hence, low-profit margins. Empirical evidence demonstrates that strong brand awareness (Sofiane, 2019;Utami & Jannah, 2019) and image (Sharma & Nagpal, 2017;Yodpram & Intalar, 2020) enhance customers` favourable word-of-mouth referrals and their intentions to pay more for the brands which can increase market share and hence, profitability. Extant literature also indicates that close to 67% of a consumer's decision to buy a product is affected by wordof-mouth referrals, which can impact a firm`s growth (Mothersbaugh & Hawkins, 2016).…”

“…The importance of brand awareness to brand image (e. g., Mulyono, 2016;Oppong, Yeboah & Gyawu, 2020), word-of-mouth (Liao, Wu, Widowati & Chen, 2012;Sofiane, 2019) and WTP a high price (Anselmsson, Bondesson & Johansson, 2014;Utami & Jannah, 2019) has received attention in the brand management literature. Again, the role of brand image in building word-of-mouth (Ismail & Spinelli, 2012;Sharma & Nagpal, 2017) and WTP a high price (Monavvarian, Asgari & Hoseinabadi, 2015;Yodpram & Intalar, 2020), and in turn, the influence of word-of-mouth on WTP a high price (Xu, Niu, Li & Bai, 2020;Farzin, Abbassalikosh, Sadeghi…”