Matches in SemOpenAlex for { <https://semopenalex.org/work/W1975554345> ?p ?o ?g. }
Showing items 1 to 96 of
96
with 100 items per page.
- W1975554345 abstract "Orientation: Fast growth and intense competition characterise the South African cellphone industry. Customers switch easily between cellphone brands and marketers are challenged to cultivate brand relationships with customers in order to ensure brand loyalty.Research purpose: This study investigated the brand romance, -attitude and -loyalty of customers toward their cellphone brands in the North West Province, South Africa.Motivation for the study: One way in which brand loyalty in the cellphone industry can be achieved is to influence attitudes and, ultimately, create brand loyalty by promoting brand romance between the customer and the brand.Research design, approach and method: Being quantitative in nature, the study followed a descriptive research design to collect 371 responses through self-administered questionnaires.Main findings: The results indicated that most respondents were contract customers who only use a brand of cellphone for between one and three years. Brand romance toward cellphone brands was positive although room for improvement exists. Brand attitude toward current cellphone brands was also positive, but brand loyalty was fairly low, indicating that marketers need to improve brand loyalty toward their cellphone brand. There were, furthermore, significant and positive relationships between brand romance, brand attitude and brand loyalty toward cellphone brands.Practical/managerial implications: Brand romance can be considered to be a viable way of improving attitude toward a cellphone brand, ultimately leading to brand loyalty.Contribution/value-add: Brand romance in brand relationships has significant and positive relationships with brand attitude and brand loyalty in the cellphone industry of South Africa." @default.
- W1975554345 created "2016-06-24" @default.
- W1975554345 creator A5008262016 @default.
- W1975554345 creator A5062343815 @default.
- W1975554345 creator A5063141125 @default.
- W1975554345 creator A5086911724 @default.
- W1975554345 date "2013-02-26" @default.
- W1975554345 modified "2023-09-30" @default.
- W1975554345 title "Investigating brand romance, brand attitude and brand loyalty in the cellphone industry" @default.
- W1975554345 cites W1486551075 @default.
- W1975554345 cites W1496121877 @default.
- W1975554345 cites W1543320303 @default.
- W1975554345 cites W1556413320 @default.
- W1975554345 cites W1572970456 @default.
- W1975554345 cites W1967056408 @default.
- W1975554345 cites W1972967614 @default.
- W1975554345 cites W1978825503 @default.
- W1975554345 cites W1981794710 @default.
- W1975554345 cites W1997191882 @default.
- W1975554345 cites W2000005912 @default.
- W1975554345 cites W2008879123 @default.
- W1975554345 cites W2013844094 @default.
- W1975554345 cites W2014818400 @default.
- W1975554345 cites W2017679397 @default.
- W1975554345 cites W2035787860 @default.
- W1975554345 cites W2051995890 @default.
- W1975554345 cites W2056706193 @default.
- W1975554345 cites W2063001092 @default.
- W1975554345 cites W2071092377 @default.
- W1975554345 cites W2075259697 @default.
- W1975554345 cites W2083491180 @default.
- W1975554345 cites W2084403728 @default.
- W1975554345 cites W2102467277 @default.
- W1975554345 cites W2103591548 @default.
- W1975554345 cites W2131349261 @default.
- W1975554345 cites W2143622696 @default.
- W1975554345 cites W3122683956 @default.
- W1975554345 cites W4230609213 @default.
- W1975554345 cites W4238804390 @default.
- W1975554345 cites W4376477331 @default.
- W1975554345 doi "https://doi.org/10.4102/ac.v13i1.178" @default.
- W1975554345 hasPublicationYear "2013" @default.
- W1975554345 type Work @default.
- W1975554345 sameAs 1975554345 @default.
- W1975554345 citedByCount "9" @default.
- W1975554345 countsByYear W19755543452014 @default.
- W1975554345 countsByYear W19755543452016 @default.
- W1975554345 countsByYear W19755543452017 @default.
- W1975554345 countsByYear W19755543452018 @default.
- W1975554345 countsByYear W19755543452019 @default.
- W1975554345 countsByYear W19755543452020 @default.
- W1975554345 countsByYear W19755543452023 @default.
- W1975554345 crossrefType "journal-article" @default.
- W1975554345 hasAuthorship W1975554345A5008262016 @default.
- W1975554345 hasAuthorship W1975554345A5062343815 @default.
- W1975554345 hasAuthorship W1975554345A5063141125 @default.
- W1975554345 hasAuthorship W1975554345A5086911724 @default.
- W1975554345 hasBestOaLocation W19755543451 @default.
- W1975554345 hasConcept C112698675 @default.
- W1975554345 hasConcept C144133560 @default.
- W1975554345 hasConcept C152455256 @default.
- W1975554345 hasConcept C162853370 @default.
- W1975554345 hasConcept C205971072 @default.
- W1975554345 hasConcept C2776967331 @default.
- W1975554345 hasConcept C2780144342 @default.
- W1975554345 hasConcept C57375061 @default.
- W1975554345 hasConcept C71508700 @default.
- W1975554345 hasConceptScore W1975554345C112698675 @default.
- W1975554345 hasConceptScore W1975554345C144133560 @default.
- W1975554345 hasConceptScore W1975554345C152455256 @default.
- W1975554345 hasConceptScore W1975554345C162853370 @default.
- W1975554345 hasConceptScore W1975554345C205971072 @default.
- W1975554345 hasConceptScore W1975554345C2776967331 @default.
- W1975554345 hasConceptScore W1975554345C2780144342 @default.
- W1975554345 hasConceptScore W1975554345C57375061 @default.
- W1975554345 hasConceptScore W1975554345C71508700 @default.
- W1975554345 hasIssue "1" @default.
- W1975554345 hasLocation W19755543451 @default.
- W1975554345 hasLocation W19755543452 @default.
- W1975554345 hasOpenAccess W1975554345 @default.
- W1975554345 hasPrimaryLocation W19755543451 @default.
- W1975554345 hasRelatedWork W2104806821 @default.
- W1975554345 hasRelatedWork W2131172543 @default.
- W1975554345 hasRelatedWork W2211191023 @default.
- W1975554345 hasRelatedWork W2348796232 @default.
- W1975554345 hasRelatedWork W3046517301 @default.
- W1975554345 hasRelatedWork W3157365306 @default.
- W1975554345 hasRelatedWork W3167312561 @default.
- W1975554345 hasRelatedWork W4211010859 @default.
- W1975554345 hasRelatedWork W4283376489 @default.
- W1975554345 hasRelatedWork W188575037 @default.
- W1975554345 hasVolume "13" @default.
- W1975554345 isParatext "false" @default.
- W1975554345 isRetracted "false" @default.
- W1975554345 magId "1975554345" @default.
- W1975554345 workType "article" @default.