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 [Internet]. 2020 Nov. 30 [cited 2025 Oct. 31];17(6):2237-45. Available from: https://archives.palarch.nl/index.php/jae/article/view/1106