The analysis of brand reputation and willingness to pay price premium with regression analysis and classification algorithms

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dc.contributor.authorOzhan, Seniz
dc.contributor.authorOzhan, Erkan
dc.contributor.authorHabiboglu, Ozge
dc.date.accessioned2024-10-29T17:58:42Z
dc.date.available2024-10-29T17:58:42Z
dc.date.issued2023
dc.departmentTekirdağ Namık Kemal Üniversitesi
dc.description.abstractPurpose - Brand reputation (BR) is one of the most important factors that affect the consumer-brand relationship and give businesses a competitive advantage. Businesses with a strong BR can increase their market shares and product market prices, in addition to gaining a competitive advantage. In order for businesses to have these advantages, they need to know and analyze their consumers. This study aimed to develop an alternative analysis method by using classification algorithms and regression analysis to measure and evaluate the effect of consumers' BR perceptions on their willingness to pay premium prices (WPP). Design/methodology/approach - The research data were collected from 483 participants by the online survey method due to the COVID-19 pandemic. The data were first analyzed with regression analysis, and the effect of BR on WPP was found to be significant. Then, using artificial intelligence (AI) methods that were not used in previous studies, consumers' perceptions of BR and WPP were clustered and classified. Findings - The results revealed the highest and lowest customer groups with BR and WPP and empirically demonstrated that highly accurate practical classification models can be applied to determine strategies in line with these findings. Originality/value - The model proposed in this study offers an integrated approach by using AI and regression analysis together and tries to fill the gap in the literature in this field. Therefore, the novelty of this study is to quantitatively reveal and evaluate the relationship between BR and WPP by using AI classification algorithms and regression analysis together.
dc.identifier.doi10.1108/K-02-2023-0231
dc.identifier.issn0368-492X
dc.identifier.issn1758-7883
dc.identifier.scopus2-s2.0-85178475838
dc.identifier.scopusqualityQ2
dc.identifier.urihttps://doi.org/10.1108/K-02-2023-0231
dc.identifier.urihttps://hdl.handle.net/20.500.11776/14461
dc.identifier.wosWOS:001112515300001
dc.identifier.wosqualityQ2
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherEmerald Group Publishing Ltd
dc.relation.ispartofKybernetes
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectBrand reputation (BR)
dc.subjectWillingness to pay premium price (WPP)
dc.subjectArtificial intelligence (AI)
dc.subjectClassification algorithms
dc.titleThe analysis of brand reputation and willingness to pay price premium with regression analysis and classification algorithms
dc.typeArticle

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