Can positioning strategies help influence willingness to pay for office space? Evidence on the moderating effect of office space grade and industry sector for occupiers of leased office space
Article
Article Title | Can positioning strategies help influence willingness to pay for office space? Evidence on the moderating effect of office space grade and industry sector for occupiers of leased office space |
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ERA Journal ID | 19840 |
Article Category | Article |
Authors | Cheah, Jun-Hwa, Ting, Hiram, Thaichon, Park, Fam, Kim-Shyan and Bazylewich, Martin |
Journal Title | Journal of Strategic Marketing |
Journal Citation | 29 (4), pp. 337-358 |
Number of Pages | 22 |
Year | 2020 |
Publisher | Taylor & Francis |
Place of Publication | United Kingdom |
ISSN | 0965-254X |
1466-4488 | |
Digital Object Identifier (DOI) | https://doi.org/10.1080/0965254X.2020.1733049 |
Web Address (URL) | https://www.tandfonline.com/doi/full/10.1080/0965254X.2020.1733049 |
Abstract | This study examines the applicability of self-congruity theory with positioning strategies across office spaces types (Grade A and Non-Grade A) and sectors of the office space occupiers (Finance and Office & Gas Sectors) and the corresponding impact on rent performance through examining willingness to pay for different office spaces. Data were analysed using Partial Least Squares-Structural Equation Modeling via SmartPLS. The findings suggest that there are observed heterogeneity expectations of office grades and sectors about the benefits of positioning strategy towards the willingness to pay for different office spaces. The benefits sought by Grade A office occupiers are found to be Brand Name, Selectivity, Services, and Top of the Range; while Non-Grade A office occupiers pursue after Reliability, and Value for Money. The benefits sought by the Oil & Gas sector are Attractiveness, Selectivity and Services; while the Finance sector prefers spaces denoted as providing Reliability, and Value for Money. |
Keywords | Self-congruity theory; positioning strategies; willingness to pay; office grade; PLS-SEM |
ANZSRC Field of Research 2020 | 350604. Marketing communications |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | University of Putra Malaysia, Malaysia |
UCSI University, Malaysia | |
Griffith University | |
Jilin University of Finance and Economics, China | |
McFam University, New Zealand | |
University of Fribourg, Switzerland | |
Swinburne University of Technology |
https://research.usq.edu.au/item/xx100/can-positioning-strategies-help-influence-willingness-to-pay-for-office-space-evidence-on-the-moderating-effect-of-office-space-grade-and-industry-sector-for-occupiers-of-leased-office-space
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