Understanding rural Chinese consumers’ behavior: A stimulus–organism–response (S-O-R) perspective on Huawei’s brand loyalty in China

Understanding rural Chinese consumers’ behavior: A stimulus–organism–response (S-O-R) perspective on Huawei’s brand loyalty in China

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-org...

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Bibliographic Details
Main Authors: Zhiyuan Yu, Worasak Klongthong, Jakkrit Thavorn, Chittipa Ngamkroeckjoti
Format: Article
Language:English
Published: Taylor & Francis Group 2021-02-01
Series:Cogent Business & Management
Subjects:
brand loyalty
brand involvement
brand familiarity
stimulus–organism–response model
smartphone
china
Online Access:http://dx.doi.org/10.1080/23311975.2021.1880679

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