Brand Loyalty in Smartphone Brands. Exploring the personality traits of major smartphone brands among their users

      Аннотация: The purpose of this research is to identify the variations of brand loyalty among different smartphone brand users with consideration of brand loyalty constructs of satisfaction, trust, brand attachment, past experience, product category involvement and brand community involvement. As a part of the exploratory nature of the research, an online quantitative questionnaire was designed, which measured smartphone users’ brand preferences, upgrade cycles, satisfaction, product category involvement, brand community involvement, brand attachment and brand loyalty.

Ключевые слова: Brand Loyalty, brand personality, Branding, marketing, Smartphones, technology