In the current environment, consumers increasingly make demands of brands, forcing them to adapt to consumers’ needs. As a consequence, it is important to study the variables that influence customer satisfaction when buying their favorite brands. This study analyzes three constructs as follows: perceived value, customer service and satisfaction. A questionnaire built on validated scales was completed by 1,521 individuals using the PLS-SEM model. The results reveal that perceived value and customer service positively influence brand satisfaction. Thus, perceived value acts as a complementary mediating variable and high levels of customer service directly increase satisfaction.
