PRICE LEVEL AND BRAND KNOWLEDGE AND ITS EFFECTS ON PURCHASE BEHAVIOR

AUTHORS

1. Deonir De Toni Universidade de Caxias do Sul (UCS), Caxias do Sul/RS - Brazil. Professor and researcher at University of Caxias do Sul (UCS). Associate Professor of Business Administration from University of São Paulo (USP), Doctor of Administration from University Federal do Rio Grande do Sul (UFRGS) E-mail: dtoni2@ucs.br ORCID: https://orcid.org/0000-0001-9637-8099

2. Andressa Tormen Universidade de Caxias do Sul (UCS), Caxias do Sul/RS - Brazil. Graduate Program in Administration in the University of Caxias do Sul (UCS). Marster of Business Administration from University of Caxias do Sul (UCS) E-mail: andressatormen@gmail.com ORCID: https://orcid.org/0000-0002-3899-8764

3. Gabriel Sperandio Milan Universidade do Vale do Rio dos Sinos (Unisinos), São Leopoldo, Rio Grande do Sul, Brazil. Professor and researcher at University of Vale do Rio dos Sinos (Unisinos). PhD in Production Engineering focusing Quality Systems from the Federal University of Rio Grande do Sul (UFRGS). E-mail: gsmilan@unisinos.br ORCID: https://orcid.org/0000-0003-3480-2653

4. Luciene Eberle Universidade do Vale do Rio dos Sinos (Unisinos), São Leopoldo, Rio Grande do Sul, Brazil. Professor and researcher at PPGA - Postgraduate Program in Administration (Master’s Courses in Administration) at UCS in the period 2002-2021. Post-doctoral student in the Production and Systems Engineering Program at the University of Vale do Rio dos Sinos - UNISINOS. PhD in Business Administration from Associação Ampla PUCRS - Pontifical Catholic University of Rio Grande do Sul and UCS - University of Caxias do Sul. Master in Administration from UCS. E-mail: leberle@edu.unisinos.br ORCID: 0000-0002-0282-5626

5. Fernanda Lazzari Universidade de Caxias do Sul (UCS), Caxias do Sul, Rio Grande do Sul, Brazil. Professor and researcher at University of Caxias do Sul (UCS), Caxias do Sul/RS -Brazil. Doctor of Administration from University Federal do Rio Grande do Sul (UFRGS) E-mail: flazzar3@ucs.br ORCID: https://orcid.org/0000-0002-6480-0547

6. Ana Paula Graciola Universidade do Vale do Rio dos Sinos (Unisinos), São Leopoldo, Rio Grande do Sul, Brazil. Doctor and Master’s degree in Business Management by the University of Caxias do Sul. Researcher at Unisinos University as Postdoctoral. E-mail: anagraciola@gmail.com ORCID: orcid.org/0000-0002-1389-5072

Contribution of authors

Conflict of Interest

The authors have stated that there is no conflict of interest.

Brand Levels and Price Levels	High Price	Low Price
Known Brand	Scenario 1	Scenario 2
Known Brand	HP_KB	LP_KB
Unknown Brand	Scenario 3	Scenario 4
Unknown Brand	HP_UB	LP_UB

Constructs	Scale Items	Authors
Perceived Quality	1. This product is of good quality.	Sweeney, Soutar & Johnson (1999Sweeney, J. C.; Soutar, G. N.; Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: a study in a retail environment. Journal of Retailing , 75(1), 77-105.)
	2. This product's quality is perfectly acceptable.
	3. This product's quality is better compared to other brands.
	4. This is a high-quality product.
Perceived Fairness	1. This product is sold at a fair price.	Zielke (2006Zielke, S. (2006). Measurement of retailers’ price images with a multiple item scale. Int. Rev. of Retail. Distribution and Consumer Research, 16, 297-316.)
	2. This product is sold at an acceptable price.
	3. This product's price is justified.
	4. This product is sold at a reasonable price.
Symbolic Value	1. This product will make me feel more powerful.	De Toni & Mazzon (2014De Toni, D.; Mazzon, J. A. (2014). Teste de um modelo teórico sobre o valor percebido do preço de um produto. Revista de Administração (São Paulo), 49(3), 549-565.)
	2. This product will give me a prominent position in society.
	3. This product will contribute to increasing my status.
	4. This product will favorably improve other people's perception of myself.
Purchase Intention	1. This product would be a good purchase.	Barber et. al. (2012Barber, N.; Kuo, P.; Bishop, M.; Goodman, R. (2012). Measuring psychographics to assess purchase intention and willingness to pay. Journal of Consumer Marketing, 29(4), 280-292.)
	2. I would recommend this product to a friend.
	3. It is likely that I make positive comments about this product to other people.
	4. I would consider this product to buy.
	5. I will probably purchase this product in the future.
	6. I will acquire this product on my next purchase.

[1] AUTHORS

1. Deonir De Toni Universidade de Caxias do Sul (UCS), Caxias do Sul/RS - Brazil. Professor and researcher at University of Caxias do Sul (UCS). Associate Professor of Business Administration from University of São Paulo (USP), Doctor of Administration from University Federal do Rio Grande do Sul (UFRGS) E-mail: dtoni2@ucs.br ORCID: https://orcid.org/0000-0001-9637-8099

Brasil

Brasil

PRICE LEVEL AND BRAND KNOWLEDGE AND ITS EFFECTS ON PURCHASE BEHAVIOR

NÍVEL DE PREÇO E CONHECIMENTO DE MARCA E SEUS EFEITOS NO COMPORTAMENTO DE COMPRA

ABSTRACT

Purpose:

Design/methodology/approach:

Finding:

Practical Implication:

Originality/value: