Can positioning strategies help influence willingness to pay for office space? Evidence on the moderating effect of office space grade and industry sector for occupiers of leased office space

This study examines the applicability of self-congruity theory with positioning strategies across office spaces types (Grade A and Non-Grade A) and sectors of the office space occupiers (Finance and Office & Gas Sectors) and the corresponding impact on rent performance through examining willingness to pay for different office spaces. Data were analysed using Partial Least Squares-Structural Equation Modeling via SmartPLS. The findings suggest...