The aim of this paper is to investigate the antecedents of three manifestations of brand loyalty, repurchase intentions, positive recommendations and price tolerance, for high tech services, such as fixed broadband internet services. Using the relationship commitment theory as theoretical background, the study propos es and empirically tests a modelling framework to estimate the trust, satisfaction and commitment direct and indirect effects on customers’ behavioral intentions, in terms of repurchase intentions, positive recommendations spread, and willingness to pay more. Data were collected from a survey of 779 customers and were analysed using PLS. The results indicate that brand trust is the major driver of consumers’ behavioral intentions and this effect is further enhanced if it can be efficiently converted to brand satisfaction and relationship commitment. On the other side, trust is not directly related to price tolerance, an indication of brand performance, which is mostly affected by consumers’ commitment and attitude and at lesser extent by satisfaction. Theoretical and managerial implications, limitations and suggestions for further research are provided at the end of the study.