Citation:

Calista Fredlina Irma Thahirah, Sumiati, Wahdiyat Moko. "The Influence of Brand Experience and Self-Expressive Brand on Willingness to Pay Premium with Brand Love as a Mediating Variable (Study on Buttonscarves Hijab Consumers in Surabaya City)" International Research Journal of Economics and Management Studies, Vol. 3, No. 6, pp. 77-83, 2024.

Abstract:

This research aims to examine the relationship between brand experience and self-expressive brand willingness to pay premium through brand love among Buttonscarves hijab consumers in Surabaya. This is explanatory research using a quantitative approach. 200 respondents completed online surveys to provide data, which was subsequently examined using the Partial Least Square (SEM-PLS) technique. The results showed that brand experience and self-expressive brand directly influence brand love and willingness to pay a premium. Additionally, the findings indicate that brand love partially mediates the relationship between brand experience and self-expressive brand willingness to pay premium.

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Keywords:

Brand Experience, Self-Expressive Brand, Brand Love, Willingness to Pay Premium.