A Study on Brand Experience, Brand Awareness, Brand Resonance and Brand Loyalty – An Empirical Investigation of the Smartphone

• Main Authors: Yin-Yen Lin, 林吟燕
• Other Authors: Tung- Lai Hu
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/2ak555

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 103 === 　　Apple Inc. launched a marvelous product “iPhone”. It changed that users operate the way of the phone and lead the information industry from high-tech to high susceptibility new generation. The phenomenon that global users purchase iPhone certified the success of Apple’s product strategy. Afterwards, many corporates follow it and make the smartphone was all the rage. The smartphone’s components cost-down gradually. The Asian smartphone manufacturer is rapidly rising. Nowadays, the smartphone market developed M-shaped, “Apple”, “Samsung “and “Xiaomi” is the most representative. 　　Following the smartphone Market penetration rate rises, and product innovation is non-stop, so the corporate should think about how to influence consumer decisions, creating brand loyalty. This study will observe the phenomenon as the research background and motivation. Through the integration of the past scholars and related research, this research has developed a brand experience, brand awareness, brand resonance and brand loyalty of the theoretical framework. 　　The result indicates that: brand experience has significant positive effect on brand awareness, brand experience has significant positive effect on brand resonance, brand awareness has significant positive effect on brand loyalty, brand resonance has significant positive effect on brand loyalty, brand awareness has significant positive effect on brand resonance and brand experience has no significant effect on brand loyalty. In this study, an empirical investigation of the smartphone industry to explore the relationship between the variables, and to develop marketing strategy for the industry as a reference, hoping to contribute to the development of its strategy.