Resumen de Perceived benefits and willingness to pay premium for luxury experiences: exploring perceived authenticity as a mediator
Jiseon Ahn, Hyowon Hyun, Jookyung Kwon
The majority of the studies on luxury brands have focused on examining the determinants ofcustomers’positive behaviour and identified the crucial role of authentic experiences. Althoughcustomers’perceived authenticity is the core concept in the brand management context, only afew studies have examined the role of authenticity in the luxury service setting. Many luxuryhotel brands have communicated recently with customers with authentic experiences. Thus thisstudy examines the relationship among perceived benefits, brand authenticity and willingnessto pay premium. Partial least squared-structural equation modelling is used to test the effects ofthe preceding variables on customers’positive behavioural intention. Data are collected from anonline survey platform consisting of 177 luxury hotel customers in the USA. Findings suggestthat self and social benefits influence customers’perceived authenticity, while the perceivedbenefit is insufficient to create positive behavioural intention. Brand authenticity directly andindirectly influences customers’intention to pay premium for luxury hotel brands. Thusreinforcing the authenticity of luxury service brands can strengthen the impact of perceivedbenefits on company performance.
