Article2019

Antecedents and Consequents of Brand Love in the Smartphone Market: An Extended Study of the Impact of Switching Cost

Juliana Maria Magalh�ães Christino · Thais Silva · Luiz Rodrigo Cunha Moura · Luiz Henrique Fonseca

30 citations0/0 files storedJournal of Promotion Management

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

Smartphones, whose product lifespan is relatively short, still call for a better understanding of the role played by the brands when it comes to the customer’s buying decision. The objective of the present investigation is to test, in terms of validity, an extension of the Brand Love Model by Caroll and Ahuvia (2006); more specifically for the smartphone category, with the inclusion of the constructs Brand Switching Cost and Operational System Switching costs. In this direction, a survey was carried out and 453 users of smartphones responded. The analysis or the result was done by means of structural equation modeling and the results indicated that most of the relations predicted in the model proposed were confirmed, with an emphasis placed on significant influences of Brand Switching Cost on Loyalty. Other findings and their theoretical and general contributions of the investigation were discussed.

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References

1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1999Whence Consumer Loyalty?2010Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers 2006Some antecedents and outcomes of brand love 2003Scaling Procedures 2003Consumer Switching Costs: A Typology, Antecedents, and Consequences

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