Branding and Yemeni Organizations’ Willingness to Pay a Price Premium for Audit Services

Marwan GHALEB; Burçin KAPLAN

doi:https://doi.org/10.26650/imj.2020.88.0005

Makale detayları

Branding and Yemeni Organizations’ Willingness to Pay a Price Premium for Audit Services

Yazarlar:

Marwan GHALEB | Burçin KAPLAN

Yayıncı:

Istanbul University

Ana Başlıklar:

Yönetim

Dergi:

Istanbul Management Journal 2020 Issue 88, pp.127-143

Belge Tipi:

Makale

Yayın Tarihi:

6/2020

Belge Dili:

İngilizce

Document ID (Org No.):

2000481050

Sıklık:

İki Yıllık

eISSN:

2619-9254

DOI:

https://doi.org/10.26650/imj.2020.88.0005

Özet:

 

Brand is considered as a profitability enhancing factor and an element that enhances the purchase intention and consumers’ willingness to pay a price premium. This research studies the effects of brand credibility, perceived uniqueness, and brand trust on consumers’ willingness to pay a price premium for audit services in Yemen. The research aims to understand the organizations’ attitude toward branded audit firms (big 4) in an unstable political and economic environment, taking Yemen as an example. Data were collected from 121 organizations that were audited in the last two years and analyzed using regression analysis. The analysis results revealed that the audit firms’ brand credibility and brand trust do not affect consumers’ willingness to pay a price premium, but their perceived uniqueness affects consumers’ willingness to pay a price premium for audit services in the Yemeni market. This research discusses the branding effect on the audit firms from the consumer point of view. It provides insights to the audit firms about the organizations’ attitude toward their audit fees, and their pricing strategies in an unstable environment.

Makale detayları

Branding and Yemeni Organizations’ Willingness to Pay a Price Premium for Audit Services

Yazarlar: Marwan GHALEB | Burçin KAPLAN

Yayıncı: Istanbul University

Ana Başlıklar: Yönetim

Dergi: Istanbul Management Journal 2020 Issue 88, pp.127-143

Belge Tipi: Makale

Yayın Tarihi: 6/2020

Belge Dili: İngilizce

Document ID (Org No.): 2000481050

Sıklık: İki Yıllık

eISSN: 2619-9254

DOI: https://doi.org/10.26650/imj.2020.88.0005

Sayı

Yazarlar:

Marwan GHALEB | Burçin KAPLAN

Yayıncı:

Istanbul University

Ana Başlıklar:

Yönetim

Dergi:

Istanbul Management Journal 2020 Issue 88, pp.127-143

Belge Tipi:

Makale

Yayın Tarihi:

6/2020

Belge Dili:

İngilizce

Document ID (Org No.):

2000481050

Sıklık:

İki Yıllık

eISSN:

2619-9254

DOI:

https://doi.org/10.26650/imj.2020.88.0005