The dimensions of brand romance as predictors of brand loyalty among cell phone users
MetadataShow full item record
In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand relationships. Nurturing brand romance has been suggested to marketers to cultivate emotional attachments between consumers and brands so as to increase brand loyalty. This study focussed on determining the extent to which the three underlying dimensions of brand romance, namely pleasure, arousal and dominance predict brand loyalty among cell phone users in the North West province. In total 371 respondents participated in the study. Results indicate that with respect to brand romance, respondents’ current cell phone brands generate brand pleasure and brand arousal, but that these brands are not dominant in their minds. Although respondents participating in the study did not exhibit strong levels of brand loyalty towards their current cell phone brands, the three underlying dimensions of brand romance are statistically significant predictors of brand loyalty.
Showing items related by title, author, creator and subject.
Kruger, Liezl-Marié; Kühn, Stefanie W.; Petzer, Daniel J.; Mostert, Pierre G. (AOSIS, 2013)Orientation: Fast growth and intense competition characterise the South African cellphone industry. Customers switch easily between cellphone brands and marketers are challenged to cultivate brand relationships with customers ...
Dreyer, Adriana; Slabbert, Elmarie (Academic journals, 2012)Arts festivals in South Africa are growing tremendously and it has become more important for these types of tourism products to position themselves competitively. Branding plays a major role in positioning and the associations ...
The interrelationships between customer satisfaction, brand loyalty and relationship intentions of Generation Y consumers towards smart phone brands Mostert, Pierre; Petzer, D.J.; Weideman, A. (Association for Professional Managers in South Africa, 2016)Smart phone marketers are finding it difficult to maintain market share in a market characterised by fierce competition and continued new product development. Generation Y consumers generally have a good command of technology ...