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.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

• The price of [brand] would have to increase quite a bit before I would switch to another brand.
• I am willing to pay a higher price for [brand] than for competing brands.
• I am willing to pay a lot more for [brand] than for competing brands.
• I would still buy [brand] if its price increased by [X]%.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Score = mean. Higher = greater willingness to pay premium. One of the strongest single indicators of customer-based brand equity. Particularly important in luxury brand research where premium pricing is central to brand positioning. Related to but distinct from price insensitivity — WTPP captures the brand-specific premium above market price.

Recommended companion scales

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.

Keywords