With the explosive increase in smartphone adoption over the past few years and the constant evolution of mobile technologies, there is a need to gain further insight into the determinants of buyers’ repurchase intention. Despite the exponential growth of the smartphone market, scant research has delved into exploring the affecting factors behind consumer decisions regarding brands, especially within the Malaysian scenario. Informed by the Affection-Behaviour-Cognition (ABC) model, the present research investigates the impact of brand image, brand communication, and Electronic Word-of-Mouth (e-WOM) on consumers’ attitudes and their resultant effect on repurchasing smartphones. Notably, the ABC model offers a conceptual framework explicating the intertwined nature of sentiments, behaviours, and cognitions in shaping customers’ decisions. Accordingly, an online questionnaire with 294 participants served as a data collection point for the current study. It was subsequently analysed, utilising sophisticated Smart Partial Least Squares (SmartPLS) software version 4.0. Our analyses indicate that brand image, brand communication, and e-WOM play positive roles in influencing consumers’ attitudes. Meanwhile, it is also notable that attitude itself plays a vital role in enhancing consumers’ repurchase intention with direct effects. Extending beyond mere statistical data, this work underscores the significance and pivotal nature of consumer attitude as a mediator between brand-facilitating factors and purchase intention-behaviour. For practitioners, these results deliver key insights that can be harnessed for bolstering branding efficacy and boosting customer loyalty amid stiff competition in the cut-throat landscape of the smartphone industry.