The effect of brand attitude, electronic word-of-mouth advertising on the willingness to pay, higher price with the role of customer brand identity (case study: Saderat Bank)

The purpose of this research is to investigate the effect of brand attitude, electronic word-of-mouth advertising on willingness to pay, higher price with the role of customer brand identity. For this purpose, a standard questionnaire was designed and after verifying the validity of the content and also verifying its reliability using Cronbach's alpha, the questionnaire was distributed among the customers of Saderat Bank who were selected by random sampling method. In order to check the research findings, Amos software was used.. The obtained results show that brand attitude has an effect on customer brand identity. Brand attitude affects customer brand equity. Electronic word-of-mouth advertising has an impact on customer brand identity. Electronic word-of-mouth advertising has an impact on customer brand equity. Customer brand identity affects willingness to pay more. Brand equity affects willingness to pay more. Key words: Willingness to pay; brand equity, customer brand identity, electronic word of mouth,, brand attitude,