The dimensions of brand romance as predictors of brand loyalty among cell phone users

dc.contributor.authorPetzer, Daniël Johannes
dc.contributor.authorMostert, P.G. (Pierre)
dc.contributor.authorKruger, Liezl-Marie
dc.contributor.authorKuhn, Stefanie
dc.date.accessioned2016-11-23T08:58:18Z
dc.date.available2016-11-23T08:58:18Z
dc.date.issued2014
dc.descriptionThis article was co-written by P.G. Mostert before he joined the University of Pretoria.
dc.description.abstractIn 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.en_ZA
dc.description.departmentMarketing Managementen_ZA
dc.description.librarianam2016en_ZA
dc.description.urihttp://www.sajems.org/en_ZA
dc.identifier.citationPetzer, D, Mostert, P, Kruger, L-M & Kuhn, S 2014, 'The dimensions of brand romance as predictors of brand loyalty among cell phone users', South African Journal of Economic and Management Sciences, vol. 17, no. 4, pp. 457-470.en_ZA
dc.identifier.issn1015-8812 (print)
dc.identifier.issn2222-3436 (online)
dc.identifier.urihttp://hdl.handle.net/2263/58257
dc.language.isoenen_ZA
dc.publisherUniversity of Pretoria, Department of Economicsen_ZA
dc.rights© Clinics Cardive Publishing (Pty) Ltd.en_ZA
dc.subjectBrand romanceen_ZA
dc.subjectBrand arousalen_ZA
dc.subjectBrand pleasureen_ZA
dc.subjectBrand dominanceen_ZA
dc.subjectBrand loyaltyen_ZA
dc.subjectCell phone industryen_ZA
dc.subjectCell phone brandsen_ZA
dc.titleThe dimensions of brand romance as predictors of brand loyalty among cell phone usersen_ZA
dc.typeArticleen_ZA

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