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

O. Gutierrez-Aguilar (), G. Benavides-Pinto (), D. Curie-Reinoso (), A. Perca-Toledo (), S. Román-Quispe () and A. Duche-Pérez ()
Additional contact information
O. Gutierrez-Aguilar: Universidad Católica de Santa María
G. Benavides-Pinto: Universidad Católica de Santa María
D. Curie-Reinoso: Universidad Católica de Santa María
A. Perca-Toledo: Universidad Católica de Santa María
S. Román-Quispe: Universidad Católica de Santa María
A. Duche-Pérez: Universidad Católica de Santa María

Chapter 24 in Management, Tourism, and Smart Technologies, Vol 2, 2026, pp 291-303 from Springer

Abstract: Abstract 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.

Keywords: Brand advocacy; Brand reputation; Brand trust; Brand commitment; Brand passion; Brand intimacy; Repurchase intentions; Willingness to pay price premium (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-24600-4_24

Ordering information: This item can be ordered from
http://www.springer.com/9783032246004

DOI: 10.1007/978-3-032-24600-4_24

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().