Abstract
With the widespread use of smartphones, strategic marketing of smartphones has become the focus of related brands. Although creating brand loyalty is an important factor of global strategic marketing and re-purchase intention, little research investigated the antecedent of smartphone's brand loyalty and repurchase intention. The purposes of this study are to investigate what are the antecedent brand loyalty and re-purchase intention in smartphone marketing. In the light of the literature and for this purpose; the effects of perceived value factor (perceived ease of use, perceived irreplaceability), utilitarian factor (system quality), hedonic factor (visual design), and consumer’s interest factor (technology consciousness) on brand loyalty and repurchase intention were investigated in an integrated model. The results of the analysis show that smartphone's re-purchase intention is largely determined by brand loyalty, perceived ease of use, perceived irreplaceability, system quality, visual design, and technology consciousness. Moreover, analysis results demonstrate that perceived irreplaceability, system quality, and visual design affect brand loyalty.
Highlights
With the development of technology, there has been a rapid increase in the use of smartphones all over the world
The research model and hypotheses were tested with structural equation model using Amos 22 and maximum likelihood procedure included all of the items: perceived ease of use, perceived irreplaceability, system quality, visual design, technology consciousness, brand loyalty and repurchase intention
At the end of this process, as predecessors of brand loyalty and re-purchase intention we decided to investigate the effect of perceived ease of use, perceived irreplaceability, system quality, visual design, and technology consciousness
Summary
With the development of technology, there has been a rapid increase in the use of smartphones all over the world. A smartphone is not just a mobile phone in the lives of consumers; it is involved in different uses in daily life. Consumers have begun to carry out activities that can be performed on the computer with the smartphone besides the functions of calling and sending messages. It enables the user sending and receiving emails, supplies camera with the data storage capacity, provides internet access (Pitt et al, 2011). The smartphone must satisfy both types of needs in order to meet consumer expectations
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