Antecedents and consequents of brand love in the smartphone market: an extended study of the impactof switching cost
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Universidade Federal de Minas Gerais
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Artigo de periódico
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Membros da banca
Resumo
Smartphones, whose product lifespan is relatively short, stillcall for a better understanding of the role played by thebrands when it comes to the customer’s buying decision. Theobjective of the present investigation is to test, in terms ofvalidity, an extension of the Brand Love Model by Caroll andAhuvia (2006); more specifically for the smartphone category,with the inclusion of the constructs Brand Switching Cost andOperational System Switching costs. In this direction, a surveywas carried out and 453 users of smartphones responded. Theanalysis or the result was done by means of structural equa-tion modeling and the results indicated that most of the rela-tions predicted in the model proposed were confirmed, withan emphasis placed on significant influences of BrandSwitching Cost on Loyalty. Other findings and their theoreticaland general contributions of the investigation were discussed.
Abstract
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Branding (Marketing), Smartphones, Lealdade
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Brand Love, Smartphones, Switching Cost
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http://https://www.tandfonline.com/doi/full/10.1080/10496491.2019.1699630