Brand First, Price Later: Customer Loyalty in Tech Markets
(A2026-133075)

AUTHORS

Maria-Eleni Papandreopoulou, Αthens University of Economics and Business; Konstantinos Lionakis, Athens University of Economics & Business

ABSTRACT

This research explores how specific behavioral drivers (i.e. importance assigned to brand heritage, preference for innovative products, preference for a unified ecosystem solution, desire for premium support, and favorability toward sustainable practices) influence consumers regarding price sensitivity and brand loyalty in the technology sector. Based on an online survey of 301 consumers, we identify significant predictors of brand loyalty that also appear to lower price sensitivity. Additionally, our findings suggest that brand loyalty is not affected by the importance assigned to lower prices as a purchase criterion. These insights may provide actionable guidance for marketing and sales executives with respect to pricing and branding strategies in the highly competitive technology markets.