The Relationship Between Brand Loyalty, Consumer Well-being, and Willingness to Pay More: A Study on the Smartphone Market

This research seeks to explore the influence of brand loyalty on consumer well-being and willingness to pay more. Additionally, the study investigates the role of consumer well-being as a mediator in the connection between brand loyalty and willingness to pay more. Data collected via a survey method from 354 people using smartphones were analyzed. The results reveal that behavioral brand loyalty exerts a positive statistical influence on both consumer well-being and the willingness to pay more, whereas no statistical connection exists between attitudinal brand loyalty and these two variables. Furthermore, it was determined that behavioral brand loyalty has both direct and indirect effects on willingness to pay more through consumer well-being. These results contribute to the existing literature by highlighting that behavioral brand loyalty is effective in increasing consumer well-being and strengthening consumers' willingness to pay more.