A quantitative study of dynamic pricing and its effect on brand trust and consumer perceived ethicality

Purpose: The purpose of this thesis isto extend the understanding of Consumer Perceived Ethicality by examining the relationship between dynamic pricing, brand trust and CPE. Research questions: What relationship does dynamic pricing have with CPE? What effect does brand trust have in the relationship between dynamic pricing and CPE? Methodology: A explanatory research design with a quantitative approach was conducted. The sample included 101 respondents using a non-probability sampling method. Conclusion: A positive relationship between CPE, brand trust and dynamic pricing were supported with this research. A positive relationship between brand trust and dynamic pricing could also be seen. As the correlation between brand trust and CPE were lower than dynamic pricing towards CPE, a mediating effect through brand trust could not be seen.