earticle

영어

The aim of this paper is to highlight the role of consumer trust in their willingness to pay of luxury perfumes. Among the high symbolic value brands, the luxury brand has a particular marketing approach insofar as consumer behavior does not only relate to the brand or product, which makes a special and separate category from other brands. To investigate the relation between trust and willingness to pay we realized a survey on 124 people. By analyzing the process preceding the act of purchasung and using a Tobit model, we conclude that trust positively determines the WTP. This experimental study allows to better understand the purchasing process and helps to support a pricing strategy of aiming to improve the perception of trust among consumers.