Willingness to Pay Premium Scale

What it measures

Measures consumer willingness to pay a higher price for a brand compared with competitors. Willingness to pay a price premium is regarded as the key behavioural manifestation of brand equity — if consumers pay more for a brand, it is evidence that the brand name alone adds value. Widely used in brand equity measurement, luxury brand research, and pricing strategy research.

Representative items

• The price of this brand would have to go up quite a bit before I would switch to another brand.
• I am willing to pay a higher price for this brand than for competing brands.
• I am willing to pay quite a bit more for this brand than for a competing brand.
• Even if another brand was on sale, I would still buy this brand.

Citation

Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Marketing, 68(2), 84–100.