addaematilda13@gmail.com
https://orcid.org/0000-0002-7230-4340
Received:03 August, 2021
Final Revision: 19 May, 2022
Accepted: 01 June, 2022
e Published: 23 July, 2022
10.52283/NSWRCA.AJBMR.20220602A07
Abstract
Enduring brand trust, credibility, value and equity are essential drivers of customers’ willingness to pay a high price for a brand which can engender a higher profit margin. The role of brand trust, credibility, value and equity in strengthening customers` willingness to pay a price premium has been extensively studied of late. However, studies on the effect of brand trust, credibility and value on willingness to pay more through the intervening role of brand equity, particularly in the herbal industry are relatively scarce. As a result, this paper`s goal was to investigate the brand equity effect on the relationship between trust, credibility, value and willingness to pay a price premium in the herbal industry. Survey questionnaires were employed to gather information from 265 samples of customers through a systematic sampling strategy. The research propositions were tested using structural equation modelling. The study established that brand equity fully mediates the effect of brand credibility and perceived value on willingness to pay a price premium but partially mediates the path between brand trust and willingness to pay more in the herbal industry. The research, therefore, recommends that brand managers need to consider brand credibility, trust, value, and equity in strengthening customers` willingness to pay a price premium for medicinal herbal products in the industry.
Keywords: Brand Trust, Credibility, Equity, Value, WTP Price Premium, Herbal Medicine
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The New Education Policy (NEP-2020) - Introduction of Universal Human Values (UHV) In Technical Institutions of India:
Reflections from Visvesvaraya Technological University
►Gayathri Reddy Kambham
gayathrikambham@yahoo.com
https://orcid.org/0000-0003-0535-8602
►Varsha Pratibha Shanthakumar
smiracle2@gmail.com (Corresponding Author)
https://orcid.org/0000-0002-2194-0363
Received:29 August, 2021
Final Revision: 25 May, 2022
Accepted: 02 June, 2022
e Published: 23 July, 2022
10.52283/NSWRCA.AJBMR.20220602A08
Abstract
Education is the fundamental parameter for the human capital. The adoption of the New Education Policy-2020 (NEP, 2020) for both primary and higher education will be the new paradigm shift in education system after 34 years to bring unity and quality education. Universal Human Values (UHV) is included as a part of curriculum in the various universities and institutions. It is important to imbibe human values within engineers so that they can contribute to the society and address the social issues and live happily in the family. Universal Human Values (UHV) will bring the concept of individual conscience and ethics in technical education.
Keywords: Universal human values (UHVs), National Education Policy (NEP), Human values, Quality Education