Many Internet vendors have realized the importance of “locking-in” online customers in order to ensure their profitability. For this reason, many researchers have paid attention to the formation of switching costs which acting as a barrier that prevent customers from easily changing from one vendor to another. Erection of switching barriers will represent an important strategy for locking in cu...

Using trout producer survey data and the contingent valuation method, we estimate willingness to pay for a potential insurance policy. The survey was conducted in 2005 across the United States; 268 producers completed the survey instrument, resulting in a response rate of 81 percent. Design of the contingent valuation method takes into account two coverage levels and four premium rates. Using s...

Brands have an important role for the continuity of a business, because current and future marketing is competition between brands to seize consumers through brands. Brand love market phenomenon that refers deep or intense emotions customer experiences in relation particular brand. This emotional attachment can later make loyal study aims determine effect brand on loyalty willingness pay premiu...

by Yan-Ming Li, M.A. Washington State University May 2011 Chair: Joan L. Ellis Research has established a relationship between willingness to pay to price premium and brand equity, however, most studies used stated preference data, which are hypothetical situations. Studies using experimental auction methodology to elicit revealed preferences in branded apparel products have been minimal. The p...

Many sites have recently begun to encourage user participation and provide consumers with a virtual community wherein the user can create an on-site identity, make friends, and interact with other consumers. We study the interplay between users’ functional and social behavior on media sites and their willingness to pay for premium services. We use data from Last.fm, a site offering both music c...

Alaska yellow-cedar has declined in Southeast Alaska over the past 100 years, resulting in half a million acres of dead or dying trees. The natural decay resistance of Alaska yellow-cedar means that many of these trees are still merchantable. However, the topography of Southeast Alaska is such that selectively harvesting Alaska yellow-cedar may often require helicopter-yarding. This paper tests...