The Effect of Brand Advocacy on the Willingness to Pay Price Premium Mediated Repurchase Intentions in University Students

Gutierrez-Aguilar O.; Benavides-Pinto G.; Curie-Reinoso D.; Perca-Toledo A.; Román-Quispe S.; Duche-Pérez A. · Springer Proceedings in Business and Economics (2026) · DOI: 10.1007/978-3-032-24600-4_24

Resumen

Brand advocacy and the concepts contained in its definition, such as brand trust, brand reputation, brand intimacy, and brand passion, can be reliable predictors of future repurchase intentions. The main goal was to determine how repurchase intentions shape the relationship between factors that predict brand loyalty and willingness to pay higher prices. The methodology is non-experimental, quantitative, and cross-sectional, with a sample of 266 university students whose ages range from 17 to 22 years of age. It is concluded that repurchase intentions are an essential mediating variable in customers’ willingness to pay a premium. When customers intend to repurchase a product or service, they are likely also willing to pay a higher price, especially if they feel an emotional connection (intimacy and passion) with or trust the brand. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

Instituciones: Universidad Católica de Santa María