The global shipments of smartphones will be more than four hundred fifty million, and it will overtake handset and become the mainstream in 2011. The fact is that there are more and more choices for customers to choose. It not only many brands, but also varieties of operating systems are provided with consumers.In this trend, is brand image still important factor that contributes to the consumers choosing the smartphones? For customers having had smartphones, how the brand image affects their loyalty?
Therefore, this study attempts to find out the linear relationship between brand image and brand loyalty, In addition, it takes involvement and the operating systems into consideration. The research also intends to focus on whether the effects of the involvement adjust this or not and look for a difference of linear relationship between the two operating systems-android and ios. The scope of this research includes the customers owning smartphones in Taiwan. Moreover, the method of the study is sending on-line and paper questionnaires at the same time, and the number of the valid questionnaires is 261.In this study, brand image are divided into three perspectives by factorial analysis, functional benefits, symbolic benefits, experiential benefits. Brand loyalty consists of behavioral loyalty and attitudinal loyalty. The involvement is composed of importance, symbolic value, and risk.The research uses regression analysis to verify the linear relationship between brand image and brand loyalty. Furthermore, put brand image, brand loyalty, involvement into the regression analysis, and through multiple stepwise regression analysis to find out the factors which contribute to linear relationship.
The result reveals that there is a linear relationship between the brand image and brand loyalty. In addition, linear relationship between different operating systems is also different, and especially the functional brand influences significantly on brand loyalty.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0715111-024648 |
| Date | 15 July 2011 |
| Creators | Kao, Wei-Chun |
| Contributors | Tsuang Kuo, Iuan-yuan Lu, Hsien-tang Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0715111-024648 |
| Rights | not_available, Copyright information available at source archive |
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