The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China

The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China

Smartphones have become increasingly essential in people’s daily lives. Studying the enablers that influence students’ smartphone buying intentions can inform technology-enhanced learning development, whereas research on brand loyalty and experience is important for marketing strategies. While prior...

Full description

Bibliographic Details
Main Authors: Meng Na, Li Rong, Mohd Helmi Ali, Syed Shah Alam, Mohammad Masukujjaman, Khairul Anuar Mohd Ali
Format: Article
Language:English
Published: MDPI AG 2023-06-01
Series:Behavioral Sciences
Subjects:
brand attributes
brand loyalty
word-of-mouth engagement
smartphones
Online Access:https://www.mdpi.com/2076-328X/13/6/502

Internet

https://www.mdpi.com/2076-328X/13/6/502

Similar Items