This study contributes to the understanding of perceived value on repurchase intention and willingness to pay. Drawing on the value - attitude - behavior theory, this research discusses the direct and indirect linking mechanisms between perceived value, attitudes (cognitive and affective aspects), and behavioral intention (repurchase intention and willingness to pay). To test the proposed hypotheses, this study adopts partial least squares structural equation modeling with SmartPLS software version 3 on a sample of 285 customers. The testing results indicate that the proposed hypotheses, including direct and indirect ones, are supported by data. Theoretically, this study examines attitudes as a multi-dimensional construct, including cognitive and affective attitudes, and thus, brings a deeper knowledge regarding the value - attitudes - behavior relationship in the consumption context. Practically, the current research indicates the important roles of perceived values and attitudes in brand strategies.
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