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This paper summarizes the arguments and counterarguments within the scientific discussion on the factors that influence consumers' brand loyalty to smartphone brands. The main aim of the study is to analyze the relationship between hedonic value, utilitarian value, brand passion, and brand loyalty based on consumers' loyalty at the smartphones mark...
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... of hedonic value, utilitarian value, brand fashion, and brand loyalty variables analyzed within the context of the study. Figure 1 displays the research model. The study sample comprises consumers at or over the age of 18 who are mobile phone users. ...
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Citations
... In other words, when consumers experience positive emotions over a brand, those feelings promote a strong connection. Brand passion is defined as a primarily affective and extremely positive attitude toward a specific brand (Yalntekin and Saygl, 2020). Brand passion can stimulate strong emotions and give further meaning to the consumer-brand relationship. ...
The brand loyalty of fan consumers can be influenced by idol worship if certain celebrity figures are linked with a brand. Collaborating with idols is an effective marketing strategy that many companies use to enhance their appeal to fan consumers and increase their brand equity. Fan consumers demonstrate passion and admiration for their idols, and this psychological phenomenon affects their cognition of brands that are endorsed by their favorite celebrity figures. The purpose of this study was to explore the influence mechanism that propels fan consumers’ brand loyalty and the mediating effects of brand passion and brand attachment. Our results revealed the following key findings: (1) brand personality attraction, perceived emotional value, brand-based self-realization, and relatedness needs satisfaction have a significant effect on brand passion; (2) perceived emotional value and relatedness needs satisfaction have a significant effect on brand passion attachment; (3) brand passion can directly affect brand loyalty, but it also indirectly affects brand loyalty through brand attachment; (4) brand personality appeal, brand-based self-realization, and relatedness needs satisfaction can influence brand attachment through brand passion and ultimately have an impact on brand loyalty; (5) brand perceived emotional value and relatedness needs satisfaction affect brand loyalty through brand attachment. These findings have several implications for enterprises that want to meet fan consumers’ emotional needs, enhance brand loyalty through the use of idol brand endorsement, or implement brand campaigns that involve idols.
... The main questions were arranged on a seven-point Likert scale. The seven-point Likert scale is also known as the Hedonic scale [36,37]. The Hedonic scale is generally used to fill out surveys related to consumer goods. ...
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