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Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

Sustainability, 2020-04, Vol.12 (8), p.3391 [Peer Reviewed Journal]

2020. This work is licensed under http://creativecommons.org/licenses/by/3.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2071-1050 ;EISSN: 2071-1050 ;DOI: 10.3390/su12083391

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  • Title:
    Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone
  • Author: Mao, Yanhui ; Lai, Yao ; Luo, Yuwei ; Liu, Shan ; Du, Yixin ; Zhou, Jing ; Ma, Jianhong ; Bonaiuto, Flavia ; Bonaiuto, Marino
  • Subjects: Behavior ; Brand identification ; Brand image ; Communication ; Consumers ; Consumption ; Customers ; Economic impact ; Environmental management ; Flow theory ; Hypotheses ; Impact analysis ; Influence ; Motivation ; Multivariate statistical analysis ; Perceptions ; Personality ; Purchasing ; Skills ; Smartphones ; Social identity ; Sustainability ; Theory ; Trends
  • Is Part Of: Sustainability, 2020-04, Vol.12 (8), p.3391
  • Description: The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among various competitors. A few prior researches have demonstrated that not only the optimal experience of flow, but also identity features (i.e., self-identity, social identity, brand identity) facilitate a customer’s purchase intention. Previous studies also indicate that brand-related constructs (e.g., typically brand image but sometimes also brand personality and communication) predict purchase intention. As the first study combining flow, which focuses on investigating the consumer purchase behavior through identity and brand-related constructs, we propose a conceptual model that combines flow theory, brand image, brand communication, brand identity, and brand personality to investigate purchase intention. We have empirically tested the conceptual model based on the data collected from 1377 Chinese smartphone users. Results via the structural equation modeling with AMOS software indicated that flow experience, brand image, brand communication, brand personality, and brand identity all directly or indirectly explain purchase intention. Flow experience serves a critical role in mediating the path from brand communication, brand personality, and brand identity to purchase intention. The research focuses on the strategic implication of the various brand features management and aims to harmonize economic, social, and environmental sustainability.
  • Publisher: Basel: MDPI AG
  • Language: English
  • Identifier: ISSN: 2071-1050
    EISSN: 2071-1050
    DOI: 10.3390/su12083391
  • Source: GFMER Free Medical Journals
    ROAD: Directory of Open Access Scholarly Resources
    ProQuest Central
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