Predicting Smartphone Brand Loyalty Using Four-Stage Loyalty Model

Linda Seduram, Abdullah Al Mamun, Anas A. Salameh, Selvan Perumal and Hasnizam Shaari

SAGE Open, 2022, vol. 12, issue 2, 21582440221099295

Abstract: Rapid advances in mobile technology with high product diversity have led to high levels of smartphone brand switching among users. Hence, customers’ brand loyalty is the key to a smartphone manufacturer’s survival in this highly competitive market. This study developed Oliver’s four-stage loyalty model by integrating major constituents of each loyalty stage with the incorporation of brand reputation as a moderator. This study adopted a cross-sectional design and collected quantitative data from 327 smartphone users in Malaysia. The results from the structural model supported the sequential process of loyalty development through cognitive (hedonic value), affective (brand satisfaction and emotional attachment), conative (brand trust), and action (smartphone brand loyalty). Contrary to expectation, cognitive (utilitarian value) has no impact on affective (brand satisfaction and emotional attachment). Further, the moderating impact of brand reputation on the linkage between conative (brand trust) and action (smartphone brand loyalty) was verified. The discussions, implications, and limitations are provided in this study.

Keywords: smartphone brand loyalty; utilitarian value; hedonic value; brand satisfaction; emotional attachment; brand trust; brand reputation (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:12:y:2022:i:2:p:21582440221099295

DOI: 10.1177/21582440221099295

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