Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

Yanhui Mao, Yao Lai, Yuwei Luo, Shan Liu, Yixin Du, Jing Zhou, Jianhong Ma, Flavia Bonaiuto and Marino Bonaiuto
Additional contact information
Yanhui Mao: School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China
Yao Lai: School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China
Yuwei Luo: School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China
Shan Liu: School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China
Yixin Du: School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China
Jing Zhou: School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China
Jianhong Ma: Department of Psychology and Behavior Science, Zhejiang university, Hangzhou 310028, China
Flavia Bonaiuto: Facoltà di Economia, Universitas Mercatorum, 00186 Roma, Italy
Marino Bonaiuto: Dipartimento di Psicologia dei Processi di Sviluppo e Socializzazione, Sapienza Università di Roma, 00185 Roma, Italy

Sustainability, 2020, vol. 12, issue 8, 1-22

Abstract: The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among various competitors. A few prior researches have demonstrated that not only the optimal experience of flow, but also identity features (i.e., self-identity, social identity, brand identity) facilitate a customer’s purchase intention. Previous studies also indicate that brand-related constructs (e.g., typically brand image but sometimes also brand personality and communication) predict purchase intention. As the first study combining flow, which focuses on investigating the consumer purchase behavior through identity and brand-related constructs, we propose a conceptual model that combines flow theory, brand image, brand communication, brand identity, and brand personality to investigate purchase intention. We have empirically tested the conceptual model based on the data collected from 1377 Chinese smartphone users. Results via the structural equation modeling with AMOS software indicated that flow experience, brand image, brand communication, brand personality, and brand identity all directly or indirectly explain purchase intention. Flow experience serves a critical role in mediating the path from brand communication, brand personality, and brand identity to purchase intention. The research focuses on the strategic implication of the various brand features management and aims to harmonize economic, social, and environmental sustainability.

Keywords: smartphone sustainability; flow experience; brand image; brand communication; brand personality; brand identity; purchase intention; brand communication management (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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