Understanding rural Chinese consumers’ behavior: A stimulus–organism–response (S-O-R) perspective on Huawei’s brand loyalty in China

Zhiyuan Yu, Worasak Klongthong, Jakkrit Thavorn and Chittipa Ngamkroeckjoti

Cogent Business & Management, 2021, vol. 8, issue 1, 1880679

Abstract: This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement and brand loyalty in China and explored behavioral and attitudinal loyalty as two major components of brand loyalty. An exploratory mixed-methods design grounded in the stimulus-organism-response (S-O-R) framework entailed two rounds interviews to build a hypothetical framework, following which 403 Chinese smartphone users were surveyed to test the hypotheses. The results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and brand loyalty demonstrate that brand involvement exerted a direct effect of approximately 67% on brand familiarity, which in turn had a direct effect of influencing 47% of the variance in brand loyalty. Both brand familiarity and brand involvement had positive and statistically significant effects on brand loyalty; however, the effect of brand familiarity was stronger than that of brand involvement, and the former mediated the relationship between the other two variables.

Date: 2021
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2021.1880679 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:8:y:2021:i:1:p:1880679

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2021.1880679

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().