Browsing Marketing (Scholarly Articles) by Author "Augusto, Mário"
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Improving consumers’ willingness to pay using social media activities
Torres, Pedro; Augusto, Mário; Wallace, Elaine (Emerald, 2018-10-05)Purpose: This study examines the impact of social media activities on consumers willingness to pay a premium (WTPp) in the banking industry, and investigates the role of consumer-brand identification (CBI) on this ...