Research Article
Self Esteem, Customer Identification and Willingness to Pay Price Premium: Evidence from Young Consumers Market
Department of Marketing, University of Professional Studies, Accra, Ghana
Henry Boateng
Department of Marketing, University of Professional Studies, Accra, Ghana
Fidelis Quansah
School of Communication, University of Technology Sydney, Australia
Asante Bismark Omane
Department of Marketing and Customer Management, University of Ghana Business School, Accra, Ghana