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...
Guardado en:
| Autores principales: | , , , |
|---|---|
| Formato: | Artículo |
| Lenguaje: | inglés |
| Publicado: |
2026
|
| Materias: | |
| Acceso en línea: | Enlace permanente (DOI o Handle) Ver en el sistema de origen |
| Etiquetas: |
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| _version_ | 1881700531864338432 |
|---|---|
| author | Deyri Naomy Aguirre-Chavez Betsabe Valery Tacsa-Sulca Dany Yudet Millones-Liza Miluska Villar-Guevara |
| author_browse | Betsabe Valery Tacsa-Sulca Dany Yudet Millones-Liza Deyri Naomy Aguirre-Chavez Miluska Villar-Guevara |
| author_facet | Deyri Naomy Aguirre-Chavez Betsabe Valery Tacsa-Sulca Dany Yudet Millones-Liza Miluska Villar-Guevara |
| author_sort | Deyri Naomy Aguirre-Chavez |
| collection | Producción científica |
| description | 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. |
| format | Article |
| id | openalex:W7223057671 |
| institution | UPeU |
| language | English |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| record_format | dspace |
| spelling | openalex:W7223057671Brand attachment, willingness to pay more, satisfaction, and intelligent customer experience: Empirical evidence of Peruvian consumer purchasing behaviorDeyri Naomy Aguirre-ChavezBetsabe Valery Tacsa-SulcaDany Yudet Millones-LizaMiluska Villar-Guevarabrand attachmentwillingness to pay premiumcustomer satisfactionconsumer purchasing behaviorPeruvian consumersemerging marketsbrand managementemotional connectioncustomer serviceConsumer Behavior in Brand Consumption and IdentificationCustomer Service Quality and LoyaltyConsumer Behavior and Marketing InfluenceNowadays, 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.Articlehttps://doi.org/10.1080/23311975.2026.2735539https://www.tandfonline.com/doi/pdf/10.1080/23311975.2026.2735539?needAccess=trueW7223057671enCogent Business & Management2331-19752026-10-20 |
| spellingShingle | brand attachment willingness to pay premium customer satisfaction consumer purchasing behavior Peruvian consumers emerging markets brand management emotional connection customer service Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Deyri Naomy Aguirre-Chavez Betsabe Valery Tacsa-Sulca Dany Yudet Millones-Liza Miluska Villar-Guevara Brand attachment, willingness to pay more, satisfaction, and intelligent customer experience: Empirical evidence of Peruvian consumer purchasing behavior |
| title | Brand attachment, willingness to pay more, satisfaction, and intelligent customer experience: Empirical evidence of Peruvian consumer purchasing behavior |
| title_full | Brand attachment, willingness to pay more, satisfaction, and intelligent customer experience: Empirical evidence of Peruvian consumer purchasing behavior |
| title_fullStr | Brand attachment, willingness to pay more, satisfaction, and intelligent customer experience: Empirical evidence of Peruvian consumer purchasing behavior |
| title_full_unstemmed | Brand attachment, willingness to pay more, satisfaction, and intelligent customer experience: Empirical evidence of Peruvian consumer purchasing behavior |
| title_short | Brand attachment, willingness to pay more, satisfaction, and intelligent customer experience: Empirical evidence of Peruvian consumer purchasing behavior |
| title_sort | brand attachment willingness to pay more satisfaction and intelligent customer experience empirical evidence of peruvian consumer purchasing behavior |
| topic | brand attachment willingness to pay premium customer satisfaction consumer purchasing behavior Peruvian consumers emerging markets brand management emotional connection customer service Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence |
| topic_facet | brand attachment willingness to pay premium customer satisfaction consumer purchasing behavior Peruvian consumers emerging markets brand management emotional connection customer service Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence |
| url | https://doi.org/10.1080/23311975.2026.2735539 https://www.tandfonline.com/doi/pdf/10.1080/23311975.2026.2735539?needAccess=true |
| work_keys_str_mv | AT deyrinaomyaguirrechavez brandattachmentwillingnesstopaymoresatisfactionandintelligentcustomerexperienceempiricalevidenceofperuvianconsumerpurchasingbehavior AT betsabevalerytacsasulca brandattachmentwillingnesstopaymoresatisfactionandintelligentcustomerexperienceempiricalevidenceofperuvianconsumerpurchasingbehavior AT danyyudetmillonesliza brandattachmentwillingnesstopaymoresatisfactionandintelligentcustomerexperienceempiricalevidenceofperuvianconsumerpurchasingbehavior AT miluskavillarguevara brandattachmentwillingnesstopaymoresatisfactionandintelligentcustomerexperienceempiricalevidenceofperuvianconsumerpurchasingbehavior |