文章基本信息

标题：Understanding rural Chinese consumers’ behavior: A stimulus–organism–response (S-O-R) perspective on Huawei’s brand loyalty in China
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作者：Zhiyuan Yu ; Worasak Klongthong ; Jakkrit Thavorn 等
期刊名称：Cogent Business & Management
电子版ISSN：2331-1975
出版年度：2021
卷号：8
期号：1
页码：1880679
DOI：10.1080/23311975.2021.1880679
出版社：Taylor and Francis Ltd
摘要：This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement and brand loyalty in China and explored behavioral and attitudinal loyalty as two major components of brand loyalty. An exploratory mixed-methods design grounded in the stimulus-organism-response (S-O-R) framework entailed two rounds interviews to build a hypothetical framework, following which 403 Chinese smartphone users were surveyed to test the hypotheses. The results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and brand loyalty demonstrate that brand involvement exerted a direct effect of approximately 67% on brand familiarity, which in turn had a direct effect of influencing 47% of the variance in brand loyalty. Both brand familiarity and brand involvement had positive and statistically significant effects on brand loyalty; however, the effect of brand familiarity was stronger than that of brand involvement, and the former mediated the relationship between the other two variables.
关键词：Brand loyalty brand involvement brand familiarity stimulus–organism–response model smartphone China