An examination of the effects of brand love, brand trust, brand image, and willingness to pay a premium on repurchase intention

Today, consumers shape their purchasing decisions by forming emotional bonds with brands in a marketplace characterized by a wide range of product options and intense competition. The mobile phone sector, in particular, stands out as an industry marked by fierce brand competition and a strong tendency among consumers to exhibit brand loyalty. Consumers make purchasing decisions not only based on product features but also on their trust in the brand, emotional attachment, and perceptions of brand image. In this context, examining the influence of brand love, brand trust, brand image, and willingness to pay a premium on consumers' repurchase intentions has become a significant research topic. This study investigates the role of brand love, trust, brand image, and willingness to pay a premium in consumers' repeat purchasing behavior. Data were collected through a survey conducted with 287 participants and analyzed using the SPSS program. The findings indicate that brand love, brand trust, and willingness to pay a premium have a significant and positive effect on repurchase intention, while brand image does not show a significant impact. The results highlight that brand love, trust, and willingness to pay a premium play a critical role in repeat purchasing behavior in the mobile phone sector. The findings are expected to contribute to the development of brand management and marketing strategies for businesses operating in this field.