Consumer technology brands and the source of their performance

Over the past 20 years, consumer technology products have significantly impacted consumers’ purchasing patterns and behaviors. The companies catering to this market have demonstrated unprecedented innovation and financial performance. Therefore, it is important to understand how consumers process su...

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Autor principal:	Jorge Vera-Martínez
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	brand innovativeness perceived benefits identification with the brand affective loyalty purchase intentions behavioral loyalty technology brands Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/d14c263534384510a73f149f1d5b0dea
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spelling	oai:doaj.org-article:d14c263534384510a73f149f1d5b0dea2021-12-02T19:08:01ZConsumer technology brands and the source of their performance2331-197510.1080/23311975.2021.1969632https://doaj.org/article/d14c263534384510a73f149f1d5b0dea2021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1969632https://doaj.org/toc/2331-1975Over the past 20 years, consumer technology products have significantly impacted consumers’ purchasing patterns and behaviors. The companies catering to this market have demonstrated unprecedented innovation and financial performance. Therefore, it is important to understand how consumers process such brands in forming their product preferences. Consumer technology brands comprise certain products—smartphones, tablets, smartwatches, music devices, and laptops—that fulfill a complex mix of numerous functional and emotional needs, such as joy, socialization, group acceptance, and group recognition. This study proposes a conceptual framework to explain how brand loyalty for such products is built upon certain relevant brand perceptions. In an empirical post hoc study involving 320 technology product customers, measurements for the constructs involved were established, and a multi-category approach was adopted wherein respondents evaluated Apple, HP, Samsung, and Sony products. A statistical structural model is presented wherein the relationships proposed in the hypotheses are tested and supported. It is established that brand perceptions of innovativeness, benefits, and identification are likely to be strong antecedents of brand loyalty. Unlike previous literature, this study measures perceived benefits at the parent-brand level rather than at that of the product–category.Jorge Vera-MartínezTaylor & Francis Grouparticlebrand innovativenessperceived benefitsidentification with the brandaffective loyaltypurchase intentionsbehavioral loyaltytechnology brandsBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	brand innovativeness perceived benefits identification with the brand affective loyalty purchase intentions behavioral loyalty technology brands Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	brand innovativeness perceived benefits identification with the brand affective loyalty purchase intentions behavioral loyalty technology brands Business HF5001-6182 Management. Industrial management HD28-70 Jorge Vera-Martínez Consumer technology brands and the source of their performance
description	Over the past 20 years, consumer technology products have significantly impacted consumers’ purchasing patterns and behaviors. The companies catering to this market have demonstrated unprecedented innovation and financial performance. Therefore, it is important to understand how consumers process such brands in forming their product preferences. Consumer technology brands comprise certain products—smartphones, tablets, smartwatches, music devices, and laptops—that fulfill a complex mix of numerous functional and emotional needs, such as joy, socialization, group acceptance, and group recognition. This study proposes a conceptual framework to explain how brand loyalty for such products is built upon certain relevant brand perceptions. In an empirical post hoc study involving 320 technology product customers, measurements for the constructs involved were established, and a multi-category approach was adopted wherein respondents evaluated Apple, HP, Samsung, and Sony products. A statistical structural model is presented wherein the relationships proposed in the hypotheses are tested and supported. It is established that brand perceptions of innovativeness, benefits, and identification are likely to be strong antecedents of brand loyalty. Unlike previous literature, this study measures perceived benefits at the parent-brand level rather than at that of the product–category.
format	article
author	Jorge Vera-Martínez
author_facet	Jorge Vera-Martínez
author_sort	Jorge Vera-Martínez
title	Consumer technology brands and the source of their performance
title_short	Consumer technology brands and the source of their performance
title_full	Consumer technology brands and the source of their performance
title_fullStr	Consumer technology brands and the source of their performance
title_full_unstemmed	Consumer technology brands and the source of their performance
title_sort	consumer technology brands and the source of their performance
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/d14c263534384510a73f149f1d5b0dea
work_keys_str_mv	AT jorgeveramartinez consumertechnologybrandsandthesourceoftheirperformance
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Consumer technology brands and the source of their performance

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