Purpose This paper aims to investigate how price, housing attributes and developer brand influence consumer happiness and purchase intention in Spain housing market. The research also examines the significance of technological innovation in influencing brand development and buyer experience. Design/methodology/approach This paper conducted a survey of 583 residents in Spain between June and September 2025, consisting of validated measurement scales. Partial least squares-structural equation modeling was used to test the proposed relationships. Findings The results show that housing attributes, developer brand and price all positively affect consumer happiness, which in turn, has a great influence on purchase intention. Housing attributes have the strongest influence, followed by developer brand and price. The findings also suggest that technology-supported brand signals, such as digital communication tools and PropTech-based interactions, also contribute positively to emotional responses and indirectly enhance purchase intention. Practical implications Developers may enhance purchase intention by improving housing quality, strengthening brand communication and adopting digital tools that increase transparency and consumer engagement. Originality/value This study offers a comprehensive view of housing decisions by integrating functional, emotional and technological factors into a single framework. It also extends the existing research by demonstrating the role of consumer happiness as a mediator in housing choices.
Núñez‐Barriopedro et al. (Sat,) studied this question.