Understanding rural Chinese consumers’ behavior: A stimulus–organism–response (S-O-R) perspective on Huawei’s brand loyalty in China

This study examined the effect of familiarity with Huawei smartphone brand as a mediator between involvement and loyalty in China explored behavioral attitudinal two major components loyalty. An exploratory mixed-methods design grounded stimulus-organism-response (S-O-R) framework entailed rounds interviews to build hypothetical framework, following which 403 Chinese users were surveyed test hypotheses. The results structural equation modeling (SEM) analyze relationship involvement, familiarity, demonstrate that exerted direct approximately 67% on turn had influencing 47% variance Both positive statistically significant effects loyalty; however, was stronger than former mediated other variables.