دانلود مقاله بیس پیش بینی وفاداری برند اسمارتفون:ارزش مصرف کنندگان و شناسایی نام تجاری مصرف کننده

دانلود مقاله بیس پیش بینی وفاداری برند اسمارتفون:ارزش مصرف کنندگان و شناسایی نام تجاری مصرف کننده

ABSTRACTWith the growth and competition of the smartphone industry, developing a better understanding of what drives consumers’ loyalty to smartphone brands has become an important issue for academics and practitioners. This study hypothesizes four determinants of smartphone brand loyalty based on the perspectives of consumer value and consumer-brand identification. Furthermore,this study also explores the moderating effects of age and gender differences on the determination process of smartphone brand loyalty. Data collected from 157 respondents was tested against the research model using a partial least squares (PLS) approach. The results indicate thatfunctional value, emotional value, social value, and brand identification have a positive influence on smartphone brand loyalty….