Mobile Phone Brands Research Articles

Marketing Status and Analysis of Different Mobile Phone Brands – Take Xiaomi Phones for Example

With the continuous development of the information age, the audience of mobile Internet is getting wider and wider. From the arrival of 4G in 2011 to the further convenience of 5G mobile phones to consumers in 2022, all kinds of phenomena indicate that Chinese smartphones have a huge consumer market. At present, as the world's largest mobile phone consumer market, it is particularly important for various mobile phone manufacturers to study the analysis of factors affecting consumers' purchase of mobile phones. Based on this, this paper analyzes the marketing status of domestic mobile phone manufacturer Xiaomi as an example and combines the 4P marketing theory to better promote the sustainable and benign development of Xiaomi and other mobile phone brands.

Marketing Strategy Analysis for Mobile Phone Brands Based on The Marketing Mix

Based on the 4p model, this paper analyzes the marketing strategies of mobile phone enterprises by taking Xiaomi and Apple as examples. The results show that Xiaomi mainly uses low - and medium-end mobile phones, closely connect with users through the network, and maintains its market share through its high-cost performance and high user stickiness. Apple, which focuses on high-end phones, provides users with high-quality services and high positioning to attract high-income groups to buy its products, which can serve as a reference for the marketing strategies of different mobile phone brands.

Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty

Purpose This study aims to use empowerment theory to examine the relationship between a user's engagement type (active or passive) and psychological empowerment (intrapersonal and interactional) in the context of a social media brand community (SMBC). This study also looks at the impact of psychological empowerment on brand community commitment (CC) and brand loyalty. Design/methodology/approach Convenience and snowball sampling were used to select respondents from mobile phone brand communities in India. The conceptual model was tested using structure equation modelling. Findings According to the study findings, active user involvement in SMBC is strongly associated to both intrapersonal and interactional empowerment (IE), but passive user engagement is weakly related to IE. Furthermore, customer empowerment and CC have a strong impact on brand CC and brand loyalty. Practical implications SMBC is now a significant point of contact for building strong consumer–brand relationships. SMBC members who are actively involved in the community have greater emotional bonding, trust and commitment to the brand. Therefore, social media marketers should encourage their customers to get involved in a brand community and empower them by involving them in brand related decision, etc. This will help the community grow and thrive. Originality/value This study addresses a research gap by examining how active and passive members of an SMBC facilitate both focal points of psychological empowerment (intrapersonal and interactional), which increase the brand community's commitment and brand loyalty.

The effect of Emotional Contagion on Electronic Word of Mouth: An Applied study on Mobile Phone Brand Customers of Social Network Sites in Egypt

The effect of Emotional Contagion on Electronic Word of Mouth: An Applied study on Mobile Phone Brand Customers of Social Network Sites in Egypt

Analysis The Influence of Country of Origin and Brand Image on Purchase Intentions through Customer Uncertainty (Study Case on OPPO Smartphone)

Changes in trade activities have occurred as a result of changing times, and technical improvements have benefited corporations or business players in extending or growing markets that are no longer restricted to a single nation but may penetrate other countries. The emergence of foreign products, such as mobile phones, widen the choices of mobile phones in the Indonesian market. The majority of mobile phone brands purchased by Indonesian consumers are from China, despite the fact that the majority of the world regards China as having product stereotypes or product images that are of poor quality, cheap, and frequently counterfeited, resulting in a discontinuity with the product image they have. This study examines and analyses the effect of country of origin and brand image on purchase intentions through customer uncertainty on OPPO smartphone. The study sample included customer over 18 years old who has purchased and used OPPO smartphone. The sample in this study was 200 respondents. The method used in this study is a structural equation model (SEM) with the help of AMOS software for hypotheses test. The results of this study show country of origin and brand image has a negative effect on customer uncertainty, country of origin and brand image has a positive effect on purchase intention, whereas customer uncertainty has a negative effect on purchase intention. This study significantly extends managerial implications for OPPO to focus heavily to solve customer uncertainty by advertising product performance and giving detailed information about the product (such as label) to lower customer uncertainty and encourage customer to have intention to purchase OPPO smartphone. secondly, to solve customer uncertainty OPPO need to eliminate China’s (OPPO country of origin) stereotype as a country with a poor product.

Ethnocentric Tendency and Religiosity Levels According to Brand Preferences of Consumers

Küreselleşme tüketici pazarlarının birbirine benzer hale gelmesine ve kültürler arası etkileşimin gerçekleşmesine neden olmaktadır. Bununla birlikte tüketici pazarlarını etkileyen ve farklılaştıran kültürel faktörlerin etkisi de gözardı edilmemekte, etnosentrizm ve dindarlık kavramları bireylerin tutumlarını ve tercihlerini etkileyen önemli faktörler olarak literatürde tartışılmaktadır. Bu çalışmanın amacı tüketicilerin yerli ve yabancı markalı ürün tercihleri ile etnosentrik eğilimleri ve dindarlık düzeyleri arasındaki ilişkiyi ortaya çıkarmaktır. Tüketici tercihlerini değerlendirmek için beğenmeli mallardan cep telefonu markaları, kolayda mallardan ise soğuk çay ve çikolata markaları araştırmada ürün grupları olarak belirlenmiştir. Araştırma sonucunda katılımcıların etnosentrik eğilimlerinin ve dindarlık düzeylerinin, çay ve çikolata marka tercihlerinde farklılık gösterdiği tespit edilmiştir. Cep telefonu marka tercihinde ise herhangi bir farklılık bulunamamıştır.

A personalized individual semantics model for computing with linguistic intuitionistic fuzzy information and application in MCDM

This paper develops a personalized individual semantics (PISs) model for computing with linguistic intuitionistic fuzzy information and applies to evaluate different brands of mobile phones. First, considering that a linguistic term means different things to different decision-makers, a consistency-driven optimization model for checking the additive consistent linguistic intuitionistic fuzzy preference relations (LIFPRs) is constructed by considering the PISs model. Besides, several optimization models are built to determine the PISs of linguistic terms with LIFPRs and obtain the acceptable additive consistent LIFPRs. Second, a new definition of Hamming distance for measuring linguistic intuitionistic fuzzy numbers (LIFNs) is developed by considering the PISs model, and several desirable properties are discussed. Then, the method of deriving the weight vectors of criteria is calculated based on the proposed distance measure. Subsequently, a framework of group decision-making (GDM) process with LIFPRs is offered, and the application of the proposed method is illustrated by using a multi-criteria decision-making (MCDM) problem about evaluating different brands of mobile phones. Finally, the comparative analysis is conducted to show the feasibility of proposed method.

The effects of customer online reviews on sales performance: The role of mobile phone’s quality characteristics

Quality characteristics have been increasingly emphasized by companies to attract more customers. Previous literature has pointed out the importance of measuring customer’s attitude towards quality characteristics. In addition, the quality characteristics’ classification needs to be improved. Also, few studies have examined the impact of products’ different quality characteristics on sales rank. This paper measures customers’ satisfaction in online reviews based on a sentimental lexicon. The mobile phones’ quality characteristics are classified into five categories based on Kano model. The impact of these categories on sales performance is shown by using Generalized Method of Moments (GMM) model. Our sample is four mobile phone brands’ sales information and customer review data on Amazon websites. Our study extracts quality characteristics and transforms each review into a structured vector. LSTM’s weights are adopted to map quality characteristics into Kano model’s categories. The regression results show that the Excitement and Performance quality characteristics can significantly enhance product’s popularity. We also find that the Indifferent and Reverse quality characteristics can’t have a significant influence on these products. This study also highlights that the Must quality characteristics are essential but can’t continuously improve product’s sales performance. Our findings suggest that products’ quality characteristics may have a disparate influence on purchase decision. It also enlightens managers to pay more attention to important quality characteristics.

The relationship between brand engagement, brand loyalty, overall brand equity and purchase intention

ABSTRACT The study conceptualizes and empirically investigates an integrative relationship between brand engagement, brand loyalty, overall brand equity (OBE) and purchase intention contrary to the existing studies, which help to understand only a one-to-one relationship among any two of these four brand-building factors. The conceptual model representing integrative relationship among the four brand-building factors is studied using structural equation modeling. Data was collected from 241 respondents by administering a twenty-one item questionnaire in the context of mobile phone brands. The findings show that brand engagement is a strong predictor of brand loyalty which leads to OBE which results in purchase intention. The study indicates that in the integrative setting, brand loyalty mediates the relationship between brand engagement and OBE, and OBE mediates the relationship between brand loyalty and purchase intention. Further, brand loyalty and OBE serially mediate the relationship between brand engagement and purchase intention.

Consumer preference and Marketing of Smart Phone for college students

Contemporarily, the domestic social economy has been rapidly developed and promoted, and the competition in the smartphone market has continued to intensify. As a relatively independent consumer group, college students’ consumption decisions are influenced by factors (e.g., price and brand). The article analyzes the online questionnaire survey of college students based on SPSS software and finds the factors that affect college students' mobile phone purchase intention (including brand, price, parameters, appearance and after-sales service). Therefore, it is suggested that domestic mobile phone brands should carry out marketing from four aspects: developing cost-effective and uniquely attractive models, marketing and promotion to enhance brand awareness, good after-sales service to enhance brand reputation, and a combination of online and offline diversified channel strategies. These results shed light on guiding further exploration of smart phone consumer behavior.

The Influence of Brand Visual Communication on Consumer Psychology Based on Deep Learning

In order to solve the problem that there are few methods of users’ consumption psychology, the author proposes a research on the influence of brand visual communication on consumer psychology based on deep learning. First, establish the mapping relationship between experience level-product features-aspect words and then use aspect word extraction technology, mining users’ attention to different experience levels from user comments and dividing users into three types: instinctive preference, behavioral preference, and reflective preference; finally, the deep learning-based aspect sentiment analysis technology is used to calculate the user’s preference for the product and further analyze the characteristics of different types of users. Experimental results show that based on the application analysis of more than 900,000 JD.com mobile phone review data, three types of consumer preference user groups were obtained, of which instinctive preference users accounted for 41.6%; it is higher than behavioral preference users (33.01%) and reflection preference users (25.39%), and the consumption characteristics of the three types of users are analyzed from the aspects of mobile phone brand and price. It is proved that the author’s user portrait method can better express the consumption preferences of different types of users.

Luminescence studies in touch screen protective glass of mobile phones for its possible application as retrospective dosimeter

Thermoluminescence (TL) properties of display glass from three mobile phone brands were investigated for its application as a dosimeter in accident situation. The glow curves show TL peak between 520 and 550 K and have broad emission spectrum from 300 to 650 nm with a maximum at about 460 nm and a minor shoulder at about 590 nm. Thermal quenching studies of all three display glasses show that there is no thermal quenching. Fading studies show that the decay of the signal is purely thermal in nature and the rate of fading is different from that reported in the literature. A suitable protocol in order to minimise the effect of fading and the inherent background signal was used for dose recovery. Dose recovery tests carried out show that the glass can be used from a few mGy up to the studied dose of 5 Gy.

Mutagenicity in oral cells of individuals exposed to radiofrequency generated by different smartphones

Aim: This study aimed to investigate whether non-ionizing radiation emitted by smartphones is likely to cause genotoxic effects on oral epithelial cells. Methods: Thirty adults were distributed into two groups according to the mobile phone brand used, namely Samsung (Samsung, Seoul, South Korea) and Apple (Apple, California, USA). The material was collected with gentle swabbing of the right and left buccal mucosa using a cervical brush, then the micronucleus test was performed. Results: The Mann-Whitney test with a 5% significance level did not reveal statistically significant differences in micronuclei frequency between the exposed and non-exposed sides (p=0.251). The different brands do not seem to cause risks of inducing genetic damage because there were no statistically significant differences between them (p=0.47). Conclusion: Therefore, our results suggest no correlations of micronuclei frequency in the exposed buccal cells of mobile phone users at the exposure standard levels observed.

Pengembangan Alat Ukur Citra Merek Telepon Seluler

Measurement of mobile phone brand image is important. In the context of Indonesian consumers, it is also important to measure the brand image of cellular phones to encourage product innovation that contains the indigenous values of the Indonesian nation and can support sustainable growth in the industrial era 4.0. For this measurement, it is necessary to measure the brand image of a cellular phone. This study aims to develop a measuring instrument for Cellular Phone Brand Image that can be used by Indonesian consumers. The brand image model by Aaker (1997) and the brand value proposed by Zhang (2011) became the basis for making instrument items. The instrument trial involved 300 participants aged 18-40 years. The analysis of exploratory factor analysis resulted in 27 items grouped into 3 factors, namely functional benefits, brand associations, and personality characteristics. These three factors showed that brand characteristics and personal considerations have the same role in building a cellular phone brand image Keywords: Brand Image Scale, Cellular Phone

Analysis of Internationalization Strategy of Mobile Phone Brand Under the Background of Economic Globalization -- Taking Apple and Huawei as Examples

In recent years, the domestic mobile phone market has gradually become saturated. In the context of economic globalization, developing countries and emerging economies have great potential in the mobile phone market. This paper will analyze the internationalization strategy of domestic mobile phone brands. Taking apple and Huawei as examples, this paper compares and analyzes the different strategies adopted by the two brands in the process of internationalization. Domestic brands should carry out reasonable market positioning in combination with the target market environment, select appropriate market entry mode in combination with their own situation, pay attention to online and offline sales channels, choose appropriate ways to increase product publicity and promotion, pay attention to market changes and adjust strategies in time.

Application Of The Preference Selection Index And Method K-Means Clustering Method In Sales Product ( Case Study Of Ocha Cell Store)

The ocha cell shop is one of the shops engaged in the sale of mobile phones of various brands of mobile phones, the store has not used a special application in processing the products sold, but still uses manual data processing such as recording in a book. So that there is a accumulation of data that is not known for its benefits. One method that can solve this problem is the psi method and the k-means clustering method, because the psi method and the k-means clustering method are methods for solving multiple decision-making criteria, this method is useful if there is a conflict in determining the relative between attributes, so later on the final result of the calculation is that ranking is carried out by analyzing data on sales of goods that are in demand and not selling and the algorithm is partitional by using the value process repeatedly to get the value of the cluster database, it takes the desired number of initial clusters to produce the final ceteroid point as output. With this method, it helps store management to find out which cellphones are often sold and each time a transaction can later help in overcoming existing problems.

Inverse Interpolation and Its Application in Robust Image Steganography

Traditional steganography methods are usually designed on a lossless channel; thus, messages are often not extracted correctly from an image transmitted over a lossy channel that includes attacks such as scaling. To address this issue, in recent years, the field of robust steganography has emerged. In this paper, the process of image scaling by interpolation is first observed and serves as the basis for proposing the idea of inverse interpolation. Subsequently, the idea of constructing an inverse interpolation equation set is proposed to solve the problem of intersectional blocks during the inverse interpolation process. Then, the scaling factor’s valid range of inverse interpolation is analyzed. Next, the inverse interpolation is successfully applied in robust image steganography. A method that combines antiscaling and antidetection is proposed. Afterward, actual tests on the top 9 mobile phone brands with 28 models and 2 social communication apps that are currently popular in China are done. The scaling factor’s valid range of the proposed method is verified to match the actual lossy channel. The experimental results show that the proposed method achieves a reliable extraction of embedded messages for common interpolation scaling attacks while maintaining high statistical detection resistance.

Aftersales Service Factors Determining the 'Would Recommend' Score in Mobile Phone Industry

Customers' recommendations are strongly associated with sales growth and profitability. Satisfied loyal customers tend to recommend, but it doesn't happen always. Furthermore, a customer is exposed to aftersales services throughout the product lifecycle, which significantly impacts customer satisfaction and loyalty. This situation is more complex for the mobile phone industry, where innovative and short-lived products are launched every year. Providing aftersales services for these innovative products worldwide is challenging while maintaining customer satisfaction and loyalty. But, within a short mobile product lifecycle, customers' recommendations are crucial for growth. However, the aftersales service elements influencing customer recommendations are not well studied. This study aims to identify the elements of aftersales services that affect customers' recommendations. Three hundred and two mobile phone users of different brands, identified through the snowball sampling technique, were surveyed through a structured questionnaire. Multiple regression analyses of these data found five aftersales services: service center's support/repair, warranty, online support, upgrades, and delivery are statistically significant in influencing customers' recommendations for mobile phone brands.

Istraživanje odnosa između karakteristika ličnosti potrošača, ličnosti brenda i lojalnosti potrošača

Modern marketing practice has shown that consumers are loyal to brands that are in line with their image and personal characteristics. Buying brands that reflect the personality and image of consumers allows consumers to articulate themselves and achieve the ideal of themselves. In that sense, if the brand image is more consistent with the image of the consumer's personality, they are more loyal to the brand because it meets the criteria of consumers in terms of what they think and feel about themselves. Therefore, brands in modern conditions become "personalities" whose characteristics should coincide with the personality characteristics of consumers who buy and own them, and especially with their personal image. Starting from the existing theoretical views, the aim of the author is to explore the relationships between brand personality, consumer personality and consumer loyalty to the brand. Empirical research will be realized on the example of brands of mobile phones and cars that are established on the market of the Republic of Serbia. The intention is to look at the relationship between personality characteristics and individual dimensions of the brand personality on the basis of the obtained empirical data, on the basis of which the direct and indirect connection of these variables with consumer loyalty will be identified. Based on the identified relations between the examined variables, it will be possible to compare with the results of existing research and formulate recommendations necessary for modern brand management. The results of theoretical and empirical research will be the basis for further research that will be based on the inclusion of additional variables that will allow a more relevant analysis of the relationships between the studied variables.

The value of network data confirmed by the Covid-19 epidemic and its expanded usages

Abstract Data driven analysis is proven to create a competitive advantage to business. Governments and nonprofit organizations also turn to Big Data to harness its benefits and use it for social good. Among different types of data sources, location data collected from mobile networks is especially valuable for its representativeness, real-time observation, and versatility. There is a distinction between mobile positioning data (MPD) generated by the exchanges between mobile devices and the core network; versus over-the-top or system-level location data collecting individual GPS location. MPD is composed of all mobile network events regardless of the mobile phone brand, operating system, app usage, frequency bands or mobile generation; it is uniform and ubiquitous. Getting the best out of MPD relies on the knowledge of how to create an advanced algorithm for homogeneously processing this massive, complex data into insightful indicators. Anonymized and aggregated MPD enables the testing of multiple combinations with other data sources, fully abiding by GDPR, to arrive at innovative solutions. These unique insights can help tackle societal challenges (the state of mobile data for social good June 2017 GSMA, UN Global pulse). It can help to establish accurate statistics about population movements, density, location, social patterns, finances, and ambient environmental conditions. This article demonstrates how MPD has been used to help combat Covid-19 in Europe, the Middle East, and Africa. Furthermore, depending on the future direction, MPD and data analysis can serve powering economic development as well as working toward the Sustainable Development Goals, whilst respecting data privacy.