Customer brand equity is the differential effect of brand knowledge on consumer response to the marketing of the brand. In this paper we study the link between one dimension of brand equity, brand attachment, and reference price measured by price limits. An empirical study for a new food product confirm the hypothesized positive link between brand attachment and price acceptability for the new product.
DESMET, P. (2009). Customer-base Equity and Price Acceptability: An Empirical Analysis. In: ANZMAC 2009: Sustainable Management & Marketing Conference. Monash University.