A model of brand price premiumness and its marketing outcomes

Brand pricing is pivotal in brand strategy, yet limited research exists on the impact of brand price premiumness on brand-level outcomes across product brands. The present study addresses this gap by examining the effects of brand price premiumness on brand knowledge and brand uniqueness, and ultimately, on consumer brand trust and satisfaction. Survey data from the US supports the conceptual model. This study presents brand price premiumness as a novel antecedent of brand trust and consumer satisfaction, thus unveiling novel explanatory pathways in the literature, while providing managers with insights into enhancing brand trust and consumer satisfaction through pricing strategies.