Abstract
With the growth and competition of the smartphone industry, developing a better understanding of what drives consumers' loyalty to smartphone brands has become an important issue for academics and practitioners. This study hypothesizes four determinants of smartphone brand loyalty based on the perspectives of consumer value and consumer-brand identification. Furthermore, this study also explores the moderating effects of age and gender differences on the determination process of smartphone brand loyalty. Data collected from 157 respondents was tested against the research model using a partial least squares (PLS) approach. The results indicate that functional value, emotional value, social value, and brand identification have a positive influence on smartphone brand loyalty. Of the two moderators, results show that age enhances the emotional value-brand loyalty and social value-brand loyalty linkages but weakens the brand identification-brand loyalty relationship. However, gender does not play a moderating role in the determination of smartphone brand loyalty. The results of this study provide several important theoretical and practical implications for smartphone brand management.
| Original language | English |
|---|---|
| Pages (from-to) | 245-257 |
| Number of pages | 13 |
| Journal | International Journal of Information Management |
| Volume | 36 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 2016 Jun |
Fingerprint
All Science Journal Classification (ASJC) codes
- Information Systems
- Computer Networks and Communications
- Library and Information Sciences
Cite this
}
Predicting smartphone brand loyalty : Consumer value and consumer-brand identification perspectives. / Yeh, Ching Hsuan; Wang, Yi Shun; Yieh, Kaili.
In: International Journal of Information Management, Vol. 36, No. 3, 06.2016, p. 245-257.Research output: Contribution to journal › Article
TY - JOUR
T1 - Predicting smartphone brand loyalty
T2 - Consumer value and consumer-brand identification perspectives
AU - Yeh, Ching Hsuan
AU - Wang, Yi Shun
AU - Yieh, Kaili
PY - 2016/6
Y1 - 2016/6
N2 - With the growth and competition of the smartphone industry, developing a better understanding of what drives consumers' loyalty to smartphone brands has become an important issue for academics and practitioners. This study hypothesizes four determinants of smartphone brand loyalty based on the perspectives of consumer value and consumer-brand identification. Furthermore, this study also explores the moderating effects of age and gender differences on the determination process of smartphone brand loyalty. Data collected from 157 respondents was tested against the research model using a partial least squares (PLS) approach. The results indicate that functional value, emotional value, social value, and brand identification have a positive influence on smartphone brand loyalty. Of the two moderators, results show that age enhances the emotional value-brand loyalty and social value-brand loyalty linkages but weakens the brand identification-brand loyalty relationship. However, gender does not play a moderating role in the determination of smartphone brand loyalty. The results of this study provide several important theoretical and practical implications for smartphone brand management.
AB - With the growth and competition of the smartphone industry, developing a better understanding of what drives consumers' loyalty to smartphone brands has become an important issue for academics and practitioners. This study hypothesizes four determinants of smartphone brand loyalty based on the perspectives of consumer value and consumer-brand identification. Furthermore, this study also explores the moderating effects of age and gender differences on the determination process of smartphone brand loyalty. Data collected from 157 respondents was tested against the research model using a partial least squares (PLS) approach. The results indicate that functional value, emotional value, social value, and brand identification have a positive influence on smartphone brand loyalty. Of the two moderators, results show that age enhances the emotional value-brand loyalty and social value-brand loyalty linkages but weakens the brand identification-brand loyalty relationship. However, gender does not play a moderating role in the determination of smartphone brand loyalty. The results of this study provide several important theoretical and practical implications for smartphone brand management.
UR - http://www.scopus.com/inward/record.url?scp=84952909046&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84952909046&partnerID=8YFLogxK
U2 - 10.1016/j.ijinfomgt.2015.11.013
DO - 10.1016/j.ijinfomgt.2015.11.013
M3 - Article
AN - SCOPUS:84952909046
VL - 36
SP - 245
EP - 257
JO - International Journal of Information Management
JF - International Journal of Information Management
SN - 0268-4012
IS - 3
ER -