Original Research

The dimensions of brand romance as predictors of brand loyalty among cell phone users

Danie Petzer, Pierre Mostert, Liezl-Marie Kruger, Stefanie Kuhn
South African Journal of Economic and Management Sciences | Vol 17, No 4 | a721 | DOI: https://doi.org/10.4102/sajems.v17i4.721 | © 2014 Danie Petzer, Pierre Mostert, Liezl-Marie Kruger, Stefanie Kuhn | This work is licensed under CC Attribution 4.0
Submitted: 08 August 2013 | Published: 29 August 2014

About the author(s)

Danie Petzer, North West University, South Africa
Pierre Mostert, North West University, South Africa
Liezl-Marie Kruger, North West University, South Africa
Stefanie Kuhn, North West University, South Africa

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Abstract

In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand relationships. Nurturing brand romance has been suggested to marketers to cultivate emotional attachments between consumers and brands so as to increase brand loyalty. This study focussed on determining the extent to which the three underlying dimensions of brand romance, namely pleasure, arousal and dominance predict brand loyalty among cell phone users in the North West province. In total 371 respondents participated in the study. Results indicate that with respect to brand romance, respondents’ current cell phone brands generate brand pleasure and brand arousal, but that these brands are not dominant in their minds. Although respondents participating in the study did not exhibit strong levels of brand loyalty towards their current cell phone brands, the three underlying dimensions of brand romance are statistically significant predictors of brand loyalty. 


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