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

IF 2.1 Q3 BUSINESS

Journal of African Business Pub Date : 2023-11-06 DOI:10.1080/15228916.2023.2277574

Peter Kwasi Oppong, Nicholas Oppong Mensah, Daniel Berko

引用次数: 0

Abstract

ABSTRACTThis paper aimed to examine the impact of word-of-mouth on WTP a price premium through the intervening role of brand credibility and trust in the herbal industry. A survey questionnaire was employed to gather data from 265 samples of customers through a systematic sampling technique. Variance-based structural equation modeling was used to examine the research model through a Smart PLS 3. The study’s results indicate that brand credibility plays a partial role in the impact of word-of-mouth on WTP a price premium and brand trust. More so, the research confirmed that the impact of word-of-mouth and herbal brand credibility on WTP a price premium was partially influenced by brand trust. The research concluded that herbal brand credibility and brand trust are critical factors in developing favorable word-of-mouth to strengthen the customers' WTP price premium in Ghana.KEYWORDS: Brand credibilitybrand trustWTP price premiumword-of-mouthherbal industry Disclosure statementNo potential conflict of interest was reported by the author(s).

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口碑与支付意愿溢价:加纳草药品牌信誉与品牌信任的中介作用

摘要本文旨在通过中药行业品牌信誉和信任的中介作用，考察口碑对中草药价格溢价的影响。采用问卷调查的方式，通过系统的抽样技术，对265个客户样本进行数据收集。采用基于方差的结构方程模型，通过Smart PLS 3对研究模型进行检验。研究结果表明，品牌信誉在口碑对WTP、价格溢价和品牌信任的影响中起部分作用。更重要的是，研究证实了口碑和草药品牌信誉对WTP和价格溢价的影响部分受到品牌信任的影响。研究得出结论，草药品牌信誉和品牌信任是在加纳发展良好的口碑以加强客户WTP价格溢价的关键因素。关键词:品牌信誉品牌信任wtp价格溢价口口相传草药行业披露声明作者未报告潜在的利益冲突。

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来源期刊

Journal of African Business BUSINESS-

CiteScore

4.60

自引率

10.50%

发文量

期刊介绍： Journal of African Business is the official journal of the Academy of African Business and Development, the largest network of professionals committed to advancement of business development in African nations. JAB strives to comprehensively cover all business disciplines by publishing high quality analytical, conceptual, and empirical articles that demonstrate a substantial contribution to the broad domain of African business. Regardless of the research context, tradition, approach, or philosophy, manuscripts submitted to JAB must demonstrate that the topics investigated are important to the understanding of business practices and the advancement of business knowledge in or with Africa. Particularly, JAB welcomes qualitative and quantitative research papers. JAB is not, however, limited to African-based empirical studies. It searches for various contributions, including those based on countries outside Africa that address issues relevant to African business. Targeted toward academics, policymakers, consultants, and executives, JAB features the latest theoretical developments and cutting-edge research that challenge established beliefs and paradigms and offer alternative ways to cope with the endless change in the business world. Covered areas: Accounting; Agribusiness Management and Policy; Business Law; Economics and Development Policy; Entrepreneurship and Family Business; Finance; Global Business; Human Resource Management; Information and Communications Technology (ICT); Labor Relations; Marketing; Management Information Systems (MIS); Non-Profit Management; Operations and Supply Chain Management; Organizational Behavior and Theory; Organizational Development; Service Management; Small Business Management; Social Responsibility and Ethics; Strategic Management Policy; Technology and Innovation Management; Tourism and Hospitality Management; Transportation and Logistics