TY - JOUR
T1 - Examining brand affect mediation roles
T2 - Trends and implications for tablet PCs market
AU - Rahayu, Sri
AU - Haryono, Tulus
AU - Harsono, Mugi
AU - Setiawan, Ahmad Ikhwan
N1 - Publisher Copyright:
Copyright ©2020 Inderscience Enterprises Ltd.
PY - 2020
Y1 - 2020
N2 - This study aimed at examining the brand affect mediation role of brand intention and brand reliability influences towards purchase loyalty and attitudinal loyalty for the customers of tablet personal computers (hereafter: Tablet PCs) in Indonesia. The country took 82% of the products market share of tablet PC in the South East Asia Region in 2014, and this figure is believed to remain high in recent years. A number of 195 university fresh-students in Yogyakarta, the city of education in Indonesia, were selected in a purposive sampling technique to fill out a tablet PC usage questionnaire. The data were analysed by using structural equation modelling (SEM). The results indicate brand affect's mediating role, brand intention and brand reliability positive effect on customers' loyalty, trend's volatility in purchasing tablet PCs, and brand intention and brand reliability's different effect towards attitudinal loyalty. Suggestions for managerial implications and research in the future are presented.
AB - This study aimed at examining the brand affect mediation role of brand intention and brand reliability influences towards purchase loyalty and attitudinal loyalty for the customers of tablet personal computers (hereafter: Tablet PCs) in Indonesia. The country took 82% of the products market share of tablet PC in the South East Asia Region in 2014, and this figure is believed to remain high in recent years. A number of 195 university fresh-students in Yogyakarta, the city of education in Indonesia, were selected in a purposive sampling technique to fill out a tablet PC usage questionnaire. The data were analysed by using structural equation modelling (SEM). The results indicate brand affect's mediating role, brand intention and brand reliability positive effect on customers' loyalty, trend's volatility in purchasing tablet PCs, and brand intention and brand reliability's different effect towards attitudinal loyalty. Suggestions for managerial implications and research in the future are presented.
KW - Brand affect
KW - Brand intention
KW - Brand reliability
KW - Purchase loyalty and attitudinal loyalty
UR - http://www.scopus.com/inward/record.url?scp=85084141034&partnerID=8YFLogxK
U2 - 10.1504/IJTGM.2020.106748
DO - 10.1504/IJTGM.2020.106748
M3 - Article
AN - SCOPUS:85084141034
VL - 13
SP - 144
EP - 160
JO - International Journal of Trade and Global Markets
JF - International Journal of Trade and Global Markets
SN - 1742-7541
IS - 2
ER -