Brand Name Effect on Consumers’ Willingness-To-Pay For New Versus Recycled Or Remanufactured Products

This research investigates the impact of product category and brand name on consumers’ Willingness-To-Pay for recycled/remanufactured products. Findings show that WTP for recycled versus branded recycled, branded new product varies with the product category. Companies should assess the use of brand depending on products as part of their remanufacturing/recycling strategy.



Citation:

Leila Hamzaoui and Jonathan Linton (2013) ,"Brand Name Effect on Consumers’ Willingness-To-Pay For New Versus Recycled Or Remanufactured Products ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 327-328.

Authors

Leila Hamzaoui, Telfer School of Management, University of Ottawa, Canada
Jonathan Linton, Telfer School of Management, University of Ottawa, Canada



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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