Abstract
The process of deciding over (choosing) a brand may be influenced by situation and content. “Brand attitude” and “corporate attitude” affect consumer’s brand choice and re-buying rate. The findings of the study can provide companies and active players in production, marketing, and sale of cell phones with practical suggestions as well as guidelines on how to meet consumer’s needs. In this descriptive survey, a questionnaire with 57 questions was used to gather required data. The statistical population consisted of buyers and users of cell phones in cell phone shopping centers in Tehran. A combination of multi-stage cluster sampling and judgment sampling was employed. In total, 385 questionnaires were analyzed. SPSS and LISREL were used for descriptive and inferential analysis of data and hypothesis test based on confirmatory factor analysis and structural equation modeling. The findings suggest a significant relationship between the variables “brand attitude”, “corporate attitude”, and “product (cell phone) choice”. In addition, no significant relationship was found between individual decision making processes (independent or mediated) and product choice.
Highlights
The fact that the total number of mobile subscriptions passed the 5 billion mark early 2010 meaning a global penetration of 71.0 per 100 inhabitants
The first hypothesis studies the relationship between attitude toward the company and attitude toward brand
Two main factors including seven indices had been considered for the attitude toward company variable; which was considered as the independent variable
Summary
The fact that the total number of mobile subscriptions passed the 5 billion mark early 2010 meaning a global penetration of 71.0 per 100 inhabitants. ABI Research expects mobile subscriptions to reach 6.4 billion by 2015 (News, 2010) confirming the ongoing diffusion of communication technologies and the overall transition to a global information society (Telecommunications Union (ITU), 2010). It noteworthy, that double-digit growth in the mobile cellular subscriptions’ growth appears to be ending during few years (Telecommunications Union (ITU), 2010). The cell phone is the most important item we carry every day (Kannon, 2006). It was the business use, which initially drove the development of cell phone technology (De Vries, 2005). Since cell phones with camera, video and broadcasting capabilities have emerged to become to most users’ reach and use (Nickerson et al, 2008)
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