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Today most firms assume that low price increases the likelihood of purchase. However, is the assumption always right? If the answer is no, when does the negative relationship between perceived price and willingness to purchase not hold true? The purpose of this study is to accurately understand the relationship between perceived price and willingness to purchase, incorporating with three antecedents of perceived price (i.e., symbolic brand benefits, perceived brand globalness, and perceived brand quality) and three moderators (i.e., perceived price fairness, vanity, and consumer sophistication) on the relationship between perceived price and willingness to purchase.

A Comprehensive Understanding Toward Perceived Price and Willingness to Purchase