7. Conclusions
Based on consumer value theory and brand identification approach, this study identified functional value, emotional value, social value, and brand identification as the determinants of brand loyalty. To understand what the priority of the four loyalty determinants is and how the relationships between the four loyalty determinants and brand loyalty change in varied age and gender, the research model of this study was tested in the context of smartphone consumption with a surveyed sample of 157 respondents.
The results showed that there were positive relationships between the four determinants and brand loyalty. Emotional value was relatedto brandloyalty withthe strongest effect, andthen were the brand identification, functional value, and social value sequentially. Furthermore, these positive relationships changed while taking consumers’ age into consideration. The relationshipbetween brand identification and brand loyalty was stronger for younger consumers than for middle-aged consumers. As age increased, the effects of emotional value/social value on brand loyalty were getting greater. Emotional value and social value were more influential in forming brand loyalty for middle-aged consumers, compared with younger consumers. Finally, gender did not moderate the four determinants-brand loyalty relationships. To sum up, as various theoretical perspectives are used to investigate consumers’ brand loyalty, this study finds that individual-related factors (i.e., functional value, emotional value, and brand identification) may have better predictability of smartphone brand loyalty than interpersonal factors (i.e., social value). Age, instead of gender, appears to be more influential in the segmentation of smartphone consumers while building brand loyalty. Our findings may help practitioners in smartphone industry to develop effective marketing strategies and campaigns.
