Impact of self‐brand connection on willingness to pay premium: Relevant mediators and moderators

The purpose of this study is to investigate how self‐brand connection in an interactive multi‐actor single‐brand retail context can lead to consumers' willingness to pay premium through the sequential mediation of brand attitudes (intransigent and flexible) and brand love. Study 1 shows that self‐brand connection strengthens (weakens) consumers' intransigent (flexible) brand attitude, thereby increasing their brand love and willingness to pay...