Decomposing Brand Loyalty: An Examination of Loyalty Subcomponents, Product Price Range, Consumer Personality, and Willingness to Pay
Brand loyalty is widely recognized as a key driver of consumer behavior, significantly influencing their willingness to pay more for preferred brands. This study explores the relationship between brand loyalty, its components, willingness to pay, consumer personality traits, and product price range....
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-02-01
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| Series: | Behavioral Sciences |
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| Online Access: | https://www.mdpi.com/2076-328X/15/2/189 |
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| author | Gabriele Damaschi Ali Aboueldahab Marco D’Addario |
| author_facet | Gabriele Damaschi Ali Aboueldahab Marco D’Addario |
| author_sort | Gabriele Damaschi |
| collection | DOAJ |
| description | Brand loyalty is widely recognized as a key driver of consumer behavior, significantly influencing their willingness to pay more for preferred brands. This study explores the relationship between brand loyalty, its components, willingness to pay, consumer personality traits, and product price range. A tailored online survey involving participants aged 18 to 60 revealed a strong positive correlation between brand loyalty and increased willingness to pay. The findings also underscore the influence of Conscientiousness and Energy on brand loyalty, alongside the moderating effect of product price range. Specifically, habit-based loyalty dominates low-priced, routine purchases, while higher-priced decisions involve deeper cognitive-affective evaluations. These insights offer valuable guidance for enhancing customer satisfaction and optimizing brand profitability. |
| format | Article |
| id | doaj-art-db923c790e774ddca90e07b00d6f7c63 |
| institution | DOAJ |
| issn | 2076-328X |
| language | English |
| publishDate | 2025-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj-art-db923c790e774ddca90e07b00d6f7c632025-08-20T02:44:31ZengMDPI AGBehavioral Sciences2076-328X2025-02-0115218910.3390/bs15020189Decomposing Brand Loyalty: An Examination of Loyalty Subcomponents, Product Price Range, Consumer Personality, and Willingness to PayGabriele Damaschi0Ali Aboueldahab1Marco D’Addario2Department of Psychology, University of Milano-Bicocca, 20126 Milan, ItalyDepartment of Psychology, University of Milano-Bicocca, 20126 Milan, ItalyDepartment of Psychology, University of Milano-Bicocca, 20126 Milan, ItalyBrand loyalty is widely recognized as a key driver of consumer behavior, significantly influencing their willingness to pay more for preferred brands. This study explores the relationship between brand loyalty, its components, willingness to pay, consumer personality traits, and product price range. A tailored online survey involving participants aged 18 to 60 revealed a strong positive correlation between brand loyalty and increased willingness to pay. The findings also underscore the influence of Conscientiousness and Energy on brand loyalty, alongside the moderating effect of product price range. Specifically, habit-based loyalty dominates low-priced, routine purchases, while higher-priced decisions involve deeper cognitive-affective evaluations. These insights offer valuable guidance for enhancing customer satisfaction and optimizing brand profitability.https://www.mdpi.com/2076-328X/15/2/189brand loyaltyproduct price rangeconsumer personalitywillingness to payattitudinal loyaltybehavioral loyalty |
| spellingShingle | Gabriele Damaschi Ali Aboueldahab Marco D’Addario Decomposing Brand Loyalty: An Examination of Loyalty Subcomponents, Product Price Range, Consumer Personality, and Willingness to Pay Behavioral Sciences brand loyalty product price range consumer personality willingness to pay attitudinal loyalty behavioral loyalty |
| title | Decomposing Brand Loyalty: An Examination of Loyalty Subcomponents, Product Price Range, Consumer Personality, and Willingness to Pay |
| title_full | Decomposing Brand Loyalty: An Examination of Loyalty Subcomponents, Product Price Range, Consumer Personality, and Willingness to Pay |
| title_fullStr | Decomposing Brand Loyalty: An Examination of Loyalty Subcomponents, Product Price Range, Consumer Personality, and Willingness to Pay |
| title_full_unstemmed | Decomposing Brand Loyalty: An Examination of Loyalty Subcomponents, Product Price Range, Consumer Personality, and Willingness to Pay |
| title_short | Decomposing Brand Loyalty: An Examination of Loyalty Subcomponents, Product Price Range, Consumer Personality, and Willingness to Pay |
| title_sort | decomposing brand loyalty an examination of loyalty subcomponents product price range consumer personality and willingness to pay |
| topic | brand loyalty product price range consumer personality willingness to pay attitudinal loyalty behavioral loyalty |
| url | https://www.mdpi.com/2076-328X/15/2/189 |
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