Brand Loyalty Mediation in Brand Attachment and Customer Digital Experience towards Smartphone Repurchase Intentions

Verina Cornelia(1), Yusepaldo Pasharibu(2*)

(1) Management Department, Faculty of Economics and Business, Universitas Kristen Satya Wacana. Accredited A
(2) Management Department, Faculty of Economics and Business, Universitas Kristen Satya Wacana. Accredited A
(*) Corresponding Author

Abstract

Brand loyalty is one of the most essential component that incumbent company to retain their customers, particularly in order to win the market share. The main reason is that incumbent firms need to maintain their market share and then upscale their market when they have a thorough understanding of the segmentation. Brand loyalty in this study is utilized as a mediating variable to confirm the impact of brand attachment and customer digital experience for the repurchase intention creation of smartphone users.  An online questionnaire was distributed to 100 respondents using a purposive sampling technique. The criteria of respondents in this study are those who are using Samsung smartphone for at least a year, and experience searching the brand using a digital platform. The statistical analysis showed that brand attachment and customer digital experience have a significant positive influence on brand loyalty. Furthermore, brand attachment shows direct and indirect effects to repurchase intentions indicating partial mediation existence of brand loyalty.  Customer digital experience indirectly affects repurchase intentions through brand loyalty. These results highlight the role of brand attachment and customer digital experience has to secure repurchase intentions of customers by utilizing brand loyalty.

Keywords

brand attachment, customer digital experience, brand loyalty, repurchase intentions

Full Text:

PDF

References

Anh, H. N. (2016). Smartphone Industry: The New Era Of Competition And Strategy. In Centria University of Applied Sciences. Centria University of Applied Sciences.

Appelqvist, C., & Miller, J. (2011). Smart Marketing in Smartphones (Issue 40090) [Stockholm School of Economics]. http://www.primelab.se/sites/primelab.se/files/attachment/appelqvist__miller_smart_marketing_in_smartphones_handelshogskolan_stockholm_0.pdf

Arya, V., Verma, H., Sethi, D., & Agarwal, R. (2019). Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment. IIM Kozhikode Society & Management Review, 8(2), 87–103. https://doi.org/10.1177/2277975219825508

Balakrishnan, B. K. P. D., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032

Baudry, F. M. M. A. D. (2016). The impact of brand evangelism on oppositional referrals towards a rival brand. Journal of Product & Brand Management, 25(6). https://doi.org/10.1108/JPBM-06-2015-0920

Bhasin, H. (2018). Top 21 Samsung Competitors – Competitor analysis of Samsung. Marketing91. https://www.marketing91.com/samsung-competitors/

Can, Y., Erdil, O., & Kitapçı, H. (2017). Brand Loyalty And Re-Purchase Intention In Smartphone Marketing: The Perspective Of Habit. January, 39–48. https://doi.org/10.15405/epsbs.2017.12.02.4

Chen, Y.-S., Chen, T.-J. , & Lin, C.-C. (2016). The Analyses of Purchasing Decisions and Brand Loyalty for Smartphone Consumers. Open Journal of Social Sciences, 04(07), 108–116. https://doi.org/10.4236/jss.2016.47018

Gill-Simmen, L., MacInnis, D. J., Eisingerich, A. B., & Whan Park, C. (2018). Brand-self connections and brand prominence as drivers of employee brand attachment. AMS Review, 8(3–4), 128–146. https://doi.org/10.1007/s13162-018-0110-6

Gómez-Suárez, M. (2019). Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement. Administrative Sciences, 9(1), 10. https://doi.org/10.3390/admsci9010010

Japutra, A., Ekinci, Y., & Simkin, L. (2014). Exploring brand attachment, its determinants and outcomes. Journal of Strategic Marketing, 22(7), 616–630. https://doi.org/10.1080/0965254X.2014.914062

Japutra, A., Ekinci, Y., Simkin, L., & Nguyen, B. (2018). The role of ideal self-congruence and brand attachment in consumers’ negative behaviour: Compulsive buying and external trash-talking. European Journal of Marketing, 52(3–4), 683–701. https://doi.org/10.1108/EJM-06-2016-0318

Joo, J., & Sang, Y. (2013). Exploring Koreans’ smartphone usage: An integrated model of the technology acceptance model and uses and gratifications theory. Computers in Human Behavior, 29(6), 2512–2518. https://doi.org/10.1016/j.chb.2013.06.002

Keller, L. K. (2013). Strategic Brand Management Building, Measuring and Managing Brand Equity (Global).

Kim, S. (Sam), Choe, J. Y. (Jacey), & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management, 9(November 2016), 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006

Koopman, J., Howe, M., & Hollenbeck, J. R. (2014). Pulling the Sobel Test Up By Its Bootstraps. In C. E. Lance & R. J. Vandenberg (Eds.), More Statistical and Methodological Myths and Urban Legends: Doctrine, Verity and Fable in Organizational and Social Sciences (1st ed., p. 21). Taylor & Francis. https://doi.org/https://doi.org/10.4324/9780203775851

Lin, Y.-T., Chen, S.-C., & Hung, C.-S. (2011). The impacts of brand equity, brand attachment, product involvement and repurchase intention on bicycle users. African Journal of Business Management, 5(14), 5910–5919. https://doi.org/10.5897/AJBM10.862

Malhotra, N. K. (2019). Marketing Research: An Applied Orientation (L. Gonzalez (ed.); Seventh). Pearson Education.

Miles, J. (2014). Tolerance and Variance Inflation Factor. Wiley StatsRef: Statistics Reference Online, 1–2. https://doi.org/10.1002/9781118445112.stat06593

Mourdoukoutas, P. (2018). Samsung Beats Apple in the Global Smartphone Market as Chinese Brands Close in. https://www.forbes.com/sites/panosmourdoukoutas/2018/09/13/samsung-beats-apple-in-the-global-smartphone-market-as-chinese-brands-close-in/#1d67f790697d

Nadzri, W. N. M., Musa, R., Muda, M., & Hassan, F. (2016). The Antecedents of Brand Experience within the National Automotive Industry. Procedia Economics and Finance, 37(16), 317–323. https://doi.org/10.1016/s2212-5671(16)30131-9

Palmatier, R. W., Kumar, V., & Harmeling, C. M. (2017). Customer engagement marketing. Customer Engagement Marketing, 1–328. https://doi.org/10.1007/978-3-319-61985-9

Park, C. W., Macinnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1

Permatasari, S. D., & Adiwijaya, K. (2013). Analisis Equity Drivers, Customer-Based Brand Equity dan Customer Loyality di dalam Industri Hypermart.

Rammile, N. (2014). THE INFLUENCE OF BRAND VALUE, BRAND TRUST AND BRAND ATTITUDE ON BRAND ATTACHMENT. 43–46. https://doi.org/https://doi.org/10.1007/978-3-319-10951-0_25

Rayana, U. (2019). Mengapa Market Share Samsung Terus Anjlok? https://selular.id/2019/03/mengapa-market-share-samsung-terus-anjlok/

Storm, M. (2015). Master Thesis : MSc in EBA , Branding and Communications Management Factors Influencing Involvement , Brand Attachment and Brand Loyalty on Facebook Brand Pages Author : Mette Storm. 0–105.

Taghipourian, M. J., & Bakhsh, M. M. (2015). Brand Attachment: Affecting Factors and Consequences. International Journal of Engineering Research and Management, 2(11), 5–9.

Tsiotsou, R. H. (2010). Brand Loyalty through Brand Attachment and Brand Trust: A Relational Perspective. https://doi.org/10.13140/RG.2.1.4317.7122

Tsukayama, H. (2018). How Samsung moved beyond its exploding phones. Washington Post. https://www.washingtonpost.com/business/how-samsung-moved-beyond-its-exploding-phones/2018/02/23/5675632c-182f-11e8-b681-2d4d462a1921_story.html?noredirect=on&utm_term=.069ce8bfe197

Vercueil, L. (2018). Investigating the antecedents and consequences of vehicle buyers ’ brand attachment behaviour.

Vizard, S. (2018). How Huawei’s marketing helped it become the number two smartphone brand. https://www.marketingweek.com/huawei-marketing-strategy/

Wang, K., Chen, Y.-J., & Pan, H.-C. (2018). Determinants of Brand Loyalty in Online Brand Communities. 3227709(1), 1–5. https://doi.org/10.1145/3227696.3227709

Article Metrics

Abstract view(s): 2575 time(s)
PDF: 1850 time(s)

Refbacks

  • There are currently no refbacks.