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 price premium. Furthermore, consumers' high level of cynicism attenuates brand love and willingness to pay premium for consumers' displaying flexible brand attitudes. Study 2 shows that favorable other customer perceptions can mitigate the detrimental impact of high consumer cynicism on consumers' brand responses. In Study 3, we found that other customers' favorable behaviors (over similarity and/or appearance) can best mitigate the negative effects of consumer cynicism on brand love and willingness to pay premium. The research contributes by showing how varying degrees of consumers' self-brand connection can develop willingness to pay premium through developing either intransigent (constructive route) or flexible (mitigating route) brand attitudes and brand love. For consumers harboring flexible brand attitudes accompanied with high cynicism, other customer perception serves as a conditioning tool, that alleviates their cynicism, and garners higher brand love as well as willingness to pay premium, and behavior dimension of other customer perception dominates in this quest.

中文翻译：

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自有品牌关联对溢价支付意愿的影响：相关中介和调节者

本研究的目的是通过品牌态度（不妥协和灵活）和品牌热爱的顺序中介，调查互动式多参与者单品牌零售环境中的自我品牌联系如何导致消费者支付溢价的意愿。研究 1 表明，自有品牌联系加强（削弱）了消费者不妥协（灵活）的品牌态度，从而增加了他们对品牌的喜爱和支付溢价的意愿。此外，消费者高度的愤世嫉俗削弱了消费者对品牌表现出灵活的品牌态度的品牌热爱和支付溢价的意愿。研究 2 表明，良好的其他客户感知可以减轻高度的消费者愤世嫉俗对消费者品牌反应的不利影响。在研究 3 中，我们发现其他客户的 有利的行为（过于相似和/或外观）可以最好地减轻消费者愤世嫉俗对品牌喜爱和支付溢价意愿的负面影响。该研究通过展示不同程度的消费者自我品牌联系如何通过发展顽固（建设性路线）或灵活（缓解路线）的品牌态度和品牌热爱来培养支付溢价的意愿。对于持有灵活品牌态度并伴有高度犬儒主义的消费者，其他顾客感知作为调节工具，减轻他们的犬儒主义，获得更高的品牌喜爱度和支付溢价的意愿，其他顾客感知的行为维度在这一追求中占主导地位。