Brand experience and consumer willingness to pay a price premium: Examining mediated pathways

Research output: Other contribution to conferenceAbstractpeer-review

Original languageEnglish
Number of pages966
Publication statusPublished - 2016
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2016 - University of Canterbury, Christchurch, New Zealand
Duration: 05 Dec 201607 Dec 2016 (Archived page) (Conference proceedings)


ConferenceAustralian and New Zealand Marketing Academy Conference
Country/TerritoryNew Zealand
OtherMarketing exists in an environment that is constantly evolving. It interfaces with psychology, tourism, management, entrepreneurship, law, economics and other social sciences. Other disciplines like engineering and natural sciences now recognise that business knowledge significantly contributes to the success of new discoveries and innovation. Increasingly, governments and research bodies encourage cross-collaborations between and among scholars in advancing new knowledge to benefit society. ANZMAC 2016 encourages scholars to submit research based on cross disciplinary approaches and will provide a forum where scholars engage in a robust conversation on the cross disciplinary impact of marketing and how marketing should look in this environment.
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