Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives

With the growth and competition of the smartphone industry, developing a better understanding of what drives consumers’ loyalty to smartphone brands has become an important issue for academics and practitioners. This study hypothesizes four determinants of smartphone brand loyalty based on the perspectives of consumer value and consumer-brand identification. Furthermore, this study also explores the moderating effects of age and gender differences on the determination process of smartphone brand loyalty. Data collected from 157 respondents was tested against the research model using a partial least squares (PLS) approach. The results indicate that functional value, emotional value, social value, and brand