Beschreibung
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.
Autorenporträt
Said Tezel is an experienced marketing professional in technology, most importantly with a growing emphasis on on the subjects of Internet of Things and mobile technologies. He has completed his postgraduate studies in Marketing at Royal Holloway, University of London. His focus points are brand loyalty, consumer behaviour and user experience.
