Price level and brand knowledge and its effects on purchase behavior

Purpose: this study aims to examine the impacts of price levels, high level vs. low level, associated a known brand an unknown over fairness perception, symbolism quality and purchase intention.Design/methodology/approach: one pre-experiment is conducted with 2 (high level) x (known brand) between-subjects design sample 152 jeans customers.Finding: results indicate that different levels knowledge or without impact differently customer behavior, mainly when it comes quality, fairness, perceived value, symbolic value intention investigated product relation between totally mediated by fairness.Practical Implication: understanding how customers integrate, relate infer aspects products through their perceptions concerning possible supply marketing professionals information lead better-informed choices about pricing policy branding in companies.Originality/value: among these research contributions, we emphasize proposition eleven hypotheses aim better understand behavior from manipulation two variables: its on intention.