Abstract
This paper summarizes the arguments and counterarguments within the scientific discussion on the factors that influence consumers' brand loyalty to smartphone brands. The main aim of the study is to analyze the relationship between hedonic value, utilitarian value, brand passion, and brand loyalty based on consumers' loyalty at the smartphones market. Accordingly, the study focuses on brand loyalty as a consequence of brand passion and reveals it in a holistic framework as it emphasizes the direct relationship between the two variables. In this context, this study is different from others in literature in a way that it focuses on smartphones, which are at the upper ranks of the technological product category. The fact that this study only deals with mobile phones makes it different and essential as studies on electronic and technological products often focus on the general situation. Researchers used positivist research as a quantitative research design in this study, which deals with factors that influence brand loyalty to smartphone brands. The study universe involves 18-year-old and older consumers with a purchase capacity. In this context, the study sample comprises smartphone users at or over the age of 18. The conceptual model and associated hypotheses are tested with a sample of 330 consumers. Researchers collected the study data with a convenience sampling method with the help of an online survey. In the study, data were analyzed through structural equation modelling. The results demonstrate strong relationships between the two antecedents (hedonic value and utilitarian value) and brand passion and between brand passion and its consequence (brand loyalty). Study results indicate that hedonic value (β=0,506; p<0,001) and utilitarian value (β=0,202; p<0,001) have a positive influence on brand passion. Study results also show that brand passion (β=0,683; p<0,001) has a positive influence on brand loyalty. On the other hand, the study also reveals that brand passion mediates the relationship between hedonic and utilitarian value and brand loyalty. Study results point out that hedonic value, utilitarian value, and brand passion have a positive influence on the development of consumers' loyalty to smartphone brands. Keywords brand loyalty, brand passion, hedonic value, smartphone, utilitarian value
Highlights
Smartphones are known as hi-tech mobile phones built on a mobile data processing platform with a more advanced processing capacity and connection than a telephone that has modern features
Three essential theoretical contributions emerged as a result of this study that researchers carried out in order to analyze the mediating role of brand passion in the effect of shopping value perceived by smartphone consumers on brand loyalty
The first is that this study is different from other studies in literature in the way that it focuses on smartphones, which are at the upper ranks of the technological product category
Summary
Smartphones are known as hi-tech mobile phones built on a mobile data processing platform with a more advanced processing capacity and connection than a telephone that has modern features. While smartphones were devices that combined the functions of a personal digital assistant and a telephone camera when they were first introduced into the market, they involve many features and applications such as high definition screen, navigation, wifi, and media players (Mind Commerce, 2012: 21). Today, these devices with advanced capabilities are used in various fields. Smartphones constitute a significant component of the technological product
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