The Impact of Smartphone Consumer Brand Image and Perceived Innovativeness on Brand Loyalty: The Mediating Effect of Brand Identification

Smartphone has been a very challenging industry marked by cut-throat competition. Consumers’ brand loyalty is critical to a smartphone brand company’s survival in this highly competitive market. The present study is aimed to explore the relationships among Chinese smartphone consumers brand image, perceived innovativeness, and brand loyalty; moreover, examine the mediation role of brand identification. This study conducted surveys online and gathered information from 287 smartphone brand consumers in China. The measurement scales were assessed and indicated adequate reliability and validity. The research results argued that smartphone brand consumers, as perceiving user image and perceived innovativeness, would affect them building loyalty to the same brand, which was mediated by creating personal identification with the brand. Smartphone brand social identification couldn’t significantly affect brand loyalty, and smartphone corporate image couldn’t significantly affect identifying with and being loyal to certain brand. The results were expected to provide some implications for smartphone brand management practices and research recommendations.