||Brand Loyalty for Young Adult Consumers in High-Tech Market
||Executive Master's Program of Business Administration (EMBA) in International Commerce
||Yi-ju Lin 林益如
||Brand loyalty has been considered as one of the major objectives in strategic marketing, it has both a behavioral and an attitudinal component. To investigate and analyze these factors would be an interesting subject. This study aims to have better understanding of the dimensions between attitudinal brand loyalty and behavioral brand loyalty in the high-tech market for young adult consumers. Also to further understand how to build the young adult consumers’ brand loyalty from a multi-faceted perspective.
In the study, different moderators which influence the young adult consumers’ behavioral loyalty are investigated among the young adult consumers who have the attitudinal loyalty to a specific brand as an antecedent aspect. Thus, the observed effect between attitudinal and behavioral brand loyalty may be due to several variables which work as the moderators. Several influential factors are included in the research model: consumers’ level of product involvement, consumers’ perception to the corporate image/credibility, consumers’ level of satisfaction, overall performance and consumers’ price-value consciousness.
Chapter 1 Introduction
1.1 Background 1
1.2 Research aim 6
1.3 Study flow chart 8
Chapter 2 Literature Review
2.1 Brand loyalty 10
2.2 Level of product involvement 13
2.3 Corporate image/credibility 15
2.4 Customer satisfaction 17
2.5 Overall performance 20
2.6 Price-value consciousness 22
2.7 Hypotheses 24
2.8 Conceptual framework 25
Chapter 3 Methodology
3.1 Operationalization of variables 27
3.1.1 Conditional variable 31
3.1.2 Dependent variable 31
3.1.3 Independent variable 32
3.1.4 Demographics variable 34
3.2 The formal questionnaire 35
3.3 Data collection 36
Chapter 4 Results
4.1 Correlation and potential multicollinearity 37
4.2 Regression analysis 40
4.2.1 Model summary 40
4.2.2 Hypotheses test 40
4.2.3 Evaluating each of the independent variables 43
Chapter 5 Conclusion
5.1 Managerial implications 44
5.1.1 Results of the study 44
5.1.2 Suggestions related to product involvement 44
5.1.3 Suggestions related to corporate image/credibility 46
5.1.4 Suggestions related to customer satisfaction 47
5.1.5 Suggestions related to overall performance 47
5.1.6 Suggestions related to price-value consciousness 48
5.1.7 Suggestions related to favorite brand 48
5.1.8 Other suggestions 49
5.2 Limitations and directions for future study 50
Appendix A Formal questionnaire, English version 55
Appendix B Formal questionnaire, Chinese version 60
Figure 1 Adopter categorization on the basis of innovativeness 4
Figure 2 The rate of adoption for innovation 5
Figure 3 Study flow chart 9
Figure 4 Conceptual framework 25
Table I Research measures 28
Table II Reliability coefficients 30
Table III Correlations 38
Table IV Collinearity diagnostics 39
Table V Model summary 41
Table VI ANOVA 41
Table VII Coefficients 42
Table VIII Summary of hypotheses testing results 45
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