DOES BRAND INTEGRITY PLAY ANY ROLE IN THE WILLINGNESS OF CONSUMERS TO PAY?

The main goal of this study is to examine the link between consumer willingness to pay and brand integrity in various beverage contexts. The research builds on existing literature regarding consumer behavior, corporate social responsibility and aims to test how brand integrity influences consumers’ willingness to pay. A structured survey questionnaire was given to 106 respondents from diverse backgrounds in terms of age, income, occupation, and gender. The study utilized descriptive statistics and interpretative discussion to explore the subjective connection between brand integrity and consumers’ willingness to pay for different beverages. The findings revealed that consumer decisions are significantly influenced by brand integrity and showed that there is a greater willingness to pay for beverages that demonstrate ethical practices, corporate social responsibility, transparency, and have a strong reputation for their values. This research confirms the importance of brand integrity as a key factor in consumers’ acceptance of various prices. Practical insights are provided for managers and marketers to strengthen brand positioning and build long-term customer loyalty. Keywords: Brand integrity, willingness to pay (WTP), consumer behavior, brand trust, ethical branding, sustainability