Exploring relationship among brand innovativeness, brand knowledge and brand Loyalty: a case study of Huawei smartphone
Exploring relationship among brand innovativeness, brand knowledge and brand Loyalty: a case study of Huawei smartphone
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2018
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eng
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application/pdf
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8 pages
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Proceedings of the 8th National and International Conference on Humanities and Social Sciences 29-30 November 2018, Prince of Songkla University, Phuket Campus, Phuket, Thailand, 77-84
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Abstract
This study explores an impact of brand knowledge and brand innovativeness on brand loyalty. It is a case
study of Chinese who has currently used Huawei smartphone in any series. The study applied explanatory
and exploratory mixed method sequential designed by Creswell (2009). Both pilot study with two rounds of
interview and literature reviews has produced the proposed conceptual model paralleled with questionnaire
designated. Multiple Linear Regression (MLR) technique to measure two relationships amongst brand
knowledge, brand innovativeness, and brand loyalty. Statistical Analysis System (SAS) has been applied.
One hundred percent from 136 sets of questionnaires were distributed via Wenjuanxing in China (online
survey) during mid-September to mid-October, 2018. As a result of quantitative analysis, MLR shows that
brand innovativeness has the greatest significant relationships with brand loyalty while there is no significant
relationships between brand knowledge and brand loyalty. This study will greatly updated researchers and
practitioners understand the complex relationships between brand innovativeness, brand knowledge, and
brand loyalty towards Huawei smartphone in China.