Branding and Yemeni Organizations’ Willingness to Pay a Price Premium for Audit Services

Abstract

Brand is considered as a profitability enhancing factor and an element that enhances the purchase intention and consumers' willingness to pay a price premium. This research studies the effects of brand credibility, perceived uniqueness, and brand trust on consumers' willingness to pay a price premium for audit services in Yemen. The research aims to understand the organizations' attitude toward branded audit firms (big 4) in an unstable political and economic environment, taking Yemen as an example. Data were collected from 121 organizations that were audited in the last two years and analyzed using regression analysis. The analysis results revealed that the audit firms' brand credibility and brand trust do not affect consumers' willingness to pay a price premium, but their perceived uniqueness affects consumers' willingness to pay a price premium for audit services in the Yemeni market. This research discusses the branding effect on the audit firms from the consumer point of view. It provides insights to the audit firms about the organizations' attitude toward their audit fees, and their pricing strategies in an unstable environment.