Antecedents and consequents of brand love in the smartphone market: an extended study of the impactof switching cost

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dc.creatorJuliana Christino
dc.creatorThais Silva
dc.creatorLuiz Rodrigo Moura
dc.creatorLuiz Henrique Fonseca
dc.date.accessioned2023-09-26T14:52:04Z
dc.date.accessioned2025-09-08T22:58:34Z
dc.date.available2023-09-26T14:52:04Z
dc.date.issued2019
dc.identifier.doi10.1080/10496491.2019.1699630
dc.identifier.issn10496491
dc.identifier.urihttps://hdl.handle.net/1843/58935
dc.languageeng
dc.publisherUniversidade Federal de Minas Gerais
dc.relation.ispartofJournal of Promotion Management
dc.rightsAcesso Restrito
dc.subjectBranding (Marketing)
dc.subjectSmartphones
dc.subjectLealdade
dc.subject.otherBrand Love
dc.subject.otherSmartphones
dc.subject.otherSwitching Cost
dc.titleAntecedents and consequents of brand love in the smartphone market: an extended study of the impactof switching cost
dc.typeArtigo de periódico
local.citation.epage321
local.citation.issue3
local.citation.spage301
local.citation.volume26
local.description.resumoSmartphones, 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.
local.publisher.countryBrasil
local.publisher.departmentFCE - DEPARTAMENTO DE CIÊNCIAS ADMINISTRATIVAS
local.publisher.initialsUFMG
local.url.externahttp://https://www.tandfonline.com/doi/full/10.1080/10496491.2019.1699630

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