دانشگاه خلیج فارس مدیریت تبلیغات و فروش 3060-8163 3 4 2022 12 22 Willingness to pay extra with the approach of luxury and the mediating role of perceived quality and self-congruity (case of study: customers of luxury restaurants) Willingness to pay extra with the approach of luxury and the mediating role of perceived quality and self-congruity 55 69 255109 10.52547/JABM.3.2.2543 FA Somayeh Ahmadzadeh Faculty of Management Department, Faculty of Management and Innovation, Shahid Ashrafi Isfahani University, Isfahan, Iran 0000-0003-1084-3565 Mostafa Parsaifard Department of Management, Faculty of Management and Innovation, Shahid Ashrafi Isfahani University, Isfahan, Iran Journal Article 2022 09 28 This research was conducted with the aim of investigating the effect of perceived luxury on willingness to pay extra with the mediating role of perceived quality and self-congruity among customers of luxury restaurants in Ahvaz. The upcoming research is applied in terms of purpose and descriptive-causal in terms of nature. The investigated variables are in the form of a conceptual model that includes the independent variable of perceived luxury, mediating variables of perceived quality and self-congruity, and the dependent variable of willingness to pay extra. The statistical population studied in this research was all the customers of luxury restaurants in Ahvaz city, and 384 of these people were surveyed through Cochran's formula and in a non-random way. The data required for the research were collected and analyzed through the standard questionnaire of Lee et al. (2022). The results showed that the perceived luxury has an effect on the willingness to pay extra directly and indirectly through the mediating variables of perceived quality and self-congruity among customers of luxury restaurants in Ahvaz. This research was conducted with the aim of investigating the effect of perceived luxury on willingness to pay extra with the mediating role of perceived quality and self-congruity among customers of luxury restaurants in Ahvaz. The upcoming research is applied in terms of purpose and descriptive-causal in terms of nature. The investigated variables are in the form of a conceptual model that includes the independent variable of perceived luxury, mediating variables of perceived quality and self-congruity, and the dependent variable of willingness to pay extra. The statistical population studied in this research was all the customers of luxury restaurants in Ahvaz city, and 384 of these people were surveyed through Cochran's formula and in a non-random way. The data required for the research were collected and analyzed through the standard questionnaire of Lee et al. (2022). The results showed that the perceived luxury has an effect on the willingness to pay extra directly and indirectly through the mediating variables of perceived quality and self-congruity among customers of luxury restaurants in Ahvaz. https://asm.pgu.ac.ir/article_255109_2447cc277d1cf5d822e697e70ab950c1.pdf