The Effect of Brand Advocacy on the Willingness to pay Price Premium Mediated Repurchase Intentions in University Students
Subject Areas : Business and Marketing
Aleixandre__Brian__Duche-Pérez Aleixandre__Brian__Duche-Pérez
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1 - Areq +051
Keywords: Brand reputation, Brand trust, Brand commitment, Brand passion, Brand intimacy,
Abstract :
The essence of brand advocacy encompasses a range of elements including trust in the brand, the reputation of the brand, a close emotional bond with the brand, and a deep-seated enthusiasm for it. These aspects are critical indicators that can forecast whether consumers will continue to buy a brand's products or services. The primary focus of the study is to analyze the influence of repurchase intentions on the dynamics between factors that drive brand loyalty and the consumer's readiness to pay more for a brand. The study employed a non-experimental, quantitative, and cross-sectional approach, analyzing the responses of 166 university students aged between 17 to 22. The findings of the research point to the vital role of repurchase intentions as a key intermediary that influences the customer's decision to spend extra on a brand. This inclination to repurchase can be linked to a higher probability of paying premium prices, particularly when customers have established an emotional investment in the brand through feelings of intimacy and passion, or when there is a strong sense of trust towards the brand.