Higher-Order Utilitarian and Symbolic Antecedents of Brand Love and Consumers’ Behavioral Consequences for Smartphones

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2020-04-30 DOI:10.1080/15332667.2020.1756026

Muhammad Asif Khan, M. Zulqarnain, Z. Bhatti, A. Raza

引用次数: 4

Abstract

Abstract Using the categorization theory, this study explores the effects of higher-order functional and symbolic benefits on brand love (BL). It further studies the relationships between BL and consumers’ behavioral responses (positive word-of-mouth, willingness to pay a price premium, resistance to negative information and brand loyalty). The data were collected from 321 smartphone users, applying cross-sectional design, and analyzed by PLS-Structural Equation Modeling. The results show that perceived functional and symbolic benefits significantly predict consumer’s love for smartphone brands. Moreover, BL significantly mediates the relationships between higher-order antecedents and behavioral outcomes. This study theoretically contributes to the BL literature by establishing the generalizability of BL measure and reassuring the universality of its consequences in the Asian context for smartphone users.

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品牌爱的高阶功利性和象征性前提与消费者对智能手机的行为后果

摘要运用分类理论，探讨了高阶功能和象征利益对品牌爱的影响。它进一步研究了BL与消费者行为反应（正面口碑、支付价格溢价的意愿、对负面信息的抵抗力和品牌忠诚度）之间的关系。数据来自321名智能手机用户，采用横断面设计，并通过PLS结构方程建模进行分析。研究结果表明，感知到的功能性和象征性利益显著预测了消费者对智能手机品牌的喜爱程度。此外，BL显著介导了高阶前因与行为结果之间的关系。这项研究从理论上为BL文献做出了贡献，建立了BL测量的可推广性，并保证了其在亚洲智能手机用户中的普遍性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.