In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose
from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand
relationships. Nurturing brand romance has been suggested to marketers to cultivate emotional attachments
between consumers and brands so as to increase brand loyalty. This study focussed on determining the
extent to which the three underlying dimensions of brand romance, namely pleasure, arousal and
dominance predict brand loyalty among cell phone users in the North West province. In total 371
respondents participated in the study. Results indicate that with respect to brand romance, respondents’
current cell phone brands generate brand pleasure and brand arousal, but that these brands are not
dominant in their minds. Although respondents participating in the study did not exhibit strong levels of
brand loyalty towards their current cell phone brands, the three underlying dimensions of brand romance are
statistically significant predictors of brand loyalty.
This article was co-written by P.G. Mostert before he joined the University of Pretoria.
Mkhize, Londiwe(University of Pretoria, 2011-05-20)
The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships ...
ORIENTATION : Fast growth and intense competition characterise the South African cellphone
industry. Customers switch easily between cellphone brands and marketers are challenged to
cultivate brand relationships with ...
PURPOSE : This paper aims to determine one explanation for how the self-brand connection is associated with brand loyalty through the brand experience. Brand experience should verify the self-brand connection by acting as ...