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dc.contributor.authorLahtinen, V
dc.contributor.authorRundle-Thiele, S
dc.contributor.authorAdamsen, JM
dc.date.accessioned2018-02-25T23:28:27Z
dc.date.available2018-02-25T23:28:27Z
dc.date.issued2016
dc.identifier.issn0735-9683
dc.identifier.doi10.1080/07359683.2016.1131576
dc.identifier.urihttp://hdl.handle.net/10072/173383
dc.description.abstractThis article examined the impact of midwife endorsement on stated choice preferences in one of the highest volume baby care product categories, diapers. An online survey was conducted testing 12 alternatives of which six were midwife endorsed. A total of 215 responses were analyzed using best–worst and multinomial logit modeling. Results indicate that package size, price, and brand are more sensitive predictors of stated choice preferences than midwife endorsement. Respondents were willing to pay 2.3% more for a diaper that was endorsed by midwives. These findings suggest that midwife endorsement should be pursued by health marketers.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto14
dc.relation.ispartofissue1
dc.relation.ispartofjournalHealth Marketing Quarterly
dc.relation.ispartofvolume33
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350699
dc.titleWillingness to pay for midwife-endorsed product: An Australian best-worst study
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.hasfulltextNo Full Text
gro.griffith.authorRundle-Thiele, Sharyn
gro.griffith.authorLahtinen, Ville V.


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