Nikhil Varghese, “THE EFFECT OF BRAND IMAGE AND BRAND EQUITY ON INTENTION TO PAY PREMIUMThere are some brands of mobile phones that command 30-40% premium in comparison to other brands for very similar configuration. There can be multiple reasons to be able to command such”, J Arch.Egyptol, vol. 17, no. 6, pp. 2237–2245, Nov. 2020.