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An Empirical Study on Factors Influencing Brand Attitude and Customer Loyalty in China's Smartphone Market

중국스마트폰 시장에서 브랜드태도와 고객충성도에 미치는 요인에 관한 연구

  • Received : 2015.04.23
  • Accepted : 2015.05.12
  • Published : 2015.09.28

Abstract

The China smartphone market saw continuous growth since 2010, with total smartphone users up to 5,190 million by the end of 2014. For marketers, it seems some careful consideration will be required when it comes to deciding on how to capture loyal customers to bring profit for a company. Thus, this study aims to develop a model to investigate the factors influencing customer loyalty through brand attitude in China's smartphone market. Twelve research hypotheses derived from this model are validated using a field survey of Sumsung smartphone users in China. The results indicate that customer loyalty is jointly influenced by brand loyalty and perceived product quality. At the same time, critical mass and perceived product quality has a significant influence on brand image.

Keywords

Brand Image;Customer Loyalty;Structural Equation Model;Brand Attitude

Acknowledgement

Supported by : Shandong University of Science and Technology

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