Brand attachment, willingness to pay more, satisfaction, and intelligent customer experience: Empirical evidence of Peruvian consumer purchasing behavior
Nowadays, it has become important to have a broad portfolio of customers to remain in the market and be economically sustainable in the long term. Faced with this reality, the objective of this study was to examine the positive associations between brand attachment, satisfaction, intelligent custome...
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| Autores principales: | , , , |
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| Formato: | Artículo |
| Lenguaje: | inglés |
| Publicado: |
2026
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| Materias: | |
| Acceso en línea: | Enlace permanente (DOI o Handle) Ver en el sistema de origen |
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| Sumario: | Nowadays, it has become important to have a broad portfolio of customers to remain in the market and be economically sustainable in the long term. Faced with this reality, the objective of this study was to examine the positive associations between brand attachment, satisfaction, intelligent customer experience, and willingness to pay more. A cross-sectional and explanatory study was conducted with 504 Peruvian consumers. The sample was relatively balanced between men (53.4%) and women (46.6%), with ages ranging from 18 to 56 years (M = 36.2; SD = 9.8). Data were collected using a self-report form with four metrics yielding an appropriate measurement model (α = between 0.898 and 0.963; CR = between 0.899 and 0.963; AVE = between 0.643 and 0.881), and statistically analyzed using PLS-SEM. The results showed a statistically significant positive association between brand attachment with satisfaction, intelligent customer experience and willingness to pay more. It was also proven that satisfaction was positively associated with intelligent customer experience and willingness to pay more. Additionally, this study has identified that intelligent consumer experience was not associated with willingness to pay more, this suggests that, in the Peruvian context, intelligent consumer experience has not yet reached a sufficient level of maturity or familiarity to become a decisive component in consumers’ economic decisions. The findings provide relevant information for marketing, sales, and customer service executives operating in emerging markets, offering greater strategic value when brand management and emotional connection plans are integrated. |
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