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Does early exposure to a Smartphone effect brand loyalty, brand trust, brand affect, and attitudinal loyalty?

Currently, several firms desire to understand various factors that contribute to brand loyalty in the market to attract more consumers. It is primarily attributed to a marked decline in brand loyalty in multiple states, particularly in western societies. Therefore, it is fundamental to consider numerous factors that could enhance this reduction. More and more merchandise gets into the market, which offers various choices for customers. Studies suggest that criteria often develop from persons’ experience. As a result, it forms a distinct identity for particular brands and products that could be considered related to specific merchandise. Organizations should consider early exposure to a brand as a factor that influences brand loyalty when serving their customers. For that reason, the relationship between brand loyalty and age of exposure to a smartphone is examined in this thesis to determine if early exposure to trademarks influences individuals’ current brand loyalties.

Covering brand loyalty is an ongoing obstacle for international enterprises due to there being no absolute answer as to how to confirm a customer will stay loyal to a particular product. American Marketing Association (1960) defines a brand as “A name, term, design, symbol, or a combination of them, intended to ascertain the merchandise or services of one seller or group of sellers and to distinguish them from competitors.” Necessarily, brands are a means to differentiate from the competitors (or future competitors). It is often a difficult task to attract customers’ attention (Milan, Eberle, & Bebber, 2015). Many organizations plan various creative marketing techniques, such as trials, incentives, rewards, as well as loyalty programs to develop brand loyalty. Every successful brand has loyal consumers who keep on purchasing or supporting them as well as considering them their first choice. Some individuals are concerned about the enhancement of the brand and the development of new goods. Besides, some consumers may even promote the product to others. A successful brand should create positive feelings as well as dedication to purchasing similar merchandise or service from the company repeatedly, irrespective of changes in the environment or competitor’s action. The current study will be looking into the role of early exposure to a smartphone and the relation with brand loyalty.

Brand loyalty is essential in the market because it contributes to brand enhancement (Karam & Saydam, 2015). For that reason, modern organizations endeavour to have their customers maintain their sense of novelty as well as curiosity. Several organizations are so dedicated to designing and creating new merchandise. However, most firms postpone the task of marketing the product until it is too late. A study indicated that a successful brand had the leading market profit margin compared to the other brand (Chaudhuri & Holbrook, 2001).

In recent years, there has been a rapid use of a smartphone, particularly among teenagers. One of the significant factors regarding the use of the smartphone by several people is a habit. Smartphones play a unique role in society. It has transformed the way individuals operate. A smartphone is essential because it enables people to purchase products online, share information as well as browsing. Many customers of the smartphone are often influenced by the kind of brand when making their purchases. Multinational organizations should create a vivid and robust brand image to increase customer confidence. Bedsides, a successful brand image, will convince users to purchase the product once more. Brand loyalty and trust has become a significant concern in marketing. There is a powerful relationship between commitment, brand trust, as well as brand loyalty (Chaudhuri & Holbrook, 2001). Organizations should consider brand quality to be a substantial element in the establishment of product loyalty. If the product owns several good quality indicators, consumers will tend to be satisfied with the brand. Besides, if the seller maintains the quality of the product, it will result in brand loyalty (Afif, Sutiksno, Hardiyanto, & Shiratina, 2015).

Generally, goods have a life cycle in the market. Products often undergo a four-stage process of dismissal from the market. The elimination process includes investment in the product, growth, maturity in the market as well as the decline of brand loyalty. However, if a brand is unique, it may remain in the industry beyond the life cycle. However, brand loyalty is not dependent on the creation of good visibility, quality, brand correlation, and communication (Zhang, Benyoucef, & Zhao, 2016). Many customers rely on the experience of the merchandise to make a choice. It is usually crucial to expanding market share, both for enhancing brand loyalty and for the growth as well as the survival of a firm.

The worldwide advertising input data indicated that universal investment in brand advertising has increased from $580 billion in 2016 to $618 billion in 2016 (Kumar Mishra, Kesharwani, & Das, 2016). Besides, the viewpoint for worldwide advertising expenditure through 2021 remains optimistic, and organizations will allocate more funds to advertise their brands in the market. In recent years, costs have increased rapidly, as business competition has drastically grown globally (Milan, Eberle, & Bebber, 2015). These funds are powered by the increasing recognition by various organizations that brands should be the most significant asset for the firm. Brands are the most valuable asset because it represents the image as well as the culture of an organization. Besides, brands represent the name recognition of an enterprise (Sharma & Sonwalkar, 2016).

Every enterprise needs to create a brand that enables consumers to develop a positive attitude towards the product, thus creating brand loyalty (Alhaddad, 2015). Both emotions and attitudes towards the brand are significant since various studies have proved that feelings are a vital factor in predicting customer behavior (Guerreiro, Rita, & Trigueiros, 2015). Individuals think with both their emotional as well as their rational brains. Multiple studies suggest that individuals purchase a particular product for sentimental reasons. Emotions are essential because they are the key drivers that allow people to make decisions. Besides, a positive attitude could impact a negotiation scenario.

Moreover, it is vital to examine the purchasing decision as well as the brand loyalty of the product to offer more information for multinational companies that manufacture smartphones as well as related industries. This research will positively assist various customers who are confused or facing the dilemma about the best decision to select when making their purchases. Additionally, it helps customers to understand effective processes as well as factors that eventually impact their choices.

A combination of customer’s cognitions, sensations, feelings as well as behavioural response play a role in determining the success of a product (Chaudhuri & Holbrook, 2001). The customers’ cognition involves the belief concerning the brand. The conation alleviates the customer’s intention to perform a particular task concerning the product. Nevertheless, a plan to act does not often result in character. For that reason, to predict future consumer behaviour from the measured outlooks, it is essential to consider the strength of an attitude as a significant factor that determines future behaviour. In line with Chaudhuri and Holbrook’s (2001) perspective, attitudes require affecting stimuli to be developed. A successful product in the market can be defined through its potential to provoke individuals’ positive emotional reactions (Liu & Chou, 2015). Organizations should continuously strengthen the brand with a positive attitude towards it to allow true brand loyalty. When customers develop deep emotional connections towards the product, trust towards the product is strengthen. About 89% percent of all purchasing decisions are made through repetitive behaviours (Hsu & Chen, 2018). The product awareness impacts an individual’s attitude as well as perceptions, which drive product loyalty and brand choice. For that reason, early exposure results in repeat purchases. Multinational companies can increase market share by creating product awareness.

Early Exposure to a Smartphone

Several studies associated with psychological literature suggest that early exposure to products could be a significant factor in developing and ensuring brand trust. (El Naggar & Bendary, 2017). Many teenagers often develop associations with brands early in life. Studies indicate that individuals usually develop strong affiliations with a brand at an early age than those made later. Multinational companies should recognize the emotional importance of early exposure to products. Early exposure to a product offers the basis for emotional attachments.

Various factors would impact the purchasing decisions of a smartphone (El Naggar & Bendary, 2017). Each organization needs to adopt modern techniques such as early exposure to a brand. Besides, multinational organizations should continuously innovate the product to create functions that are essential for customers. The visual appearance of a smartphone could influence customers’ evaluations as well as choice. Besides, the design of the good determines the first impression to users. Generally, a smartphone with a good appearance will be preferred by several consumers. Several social factors influence an individual’s behaviour, such as the customer’s social roles, family as well as status.

Brand awareness allows customers to recognize the availability of the firm’s product. Therefore, early exposure to a smartphone will enable individuals to develop a habit of using the brand (Fang, Wen, George, & George, 2016). Brand awareness is a significant factor that allows organizations to promote their merchandise. Brand loyalty has three components: customer satisfaction, commitment as well as trust (Lassoued & Hobbs, 2015). The elements are very significant in the correlation between brand and customer. Product re-purchase refers to the chances of consumers to purchase a similar product or brand in the future. Organizations should ensure the brand design or appearances increase customer’s re-purchase decisions (Nguyen & Tran, 2018). Early exposure to a smartphone essential because repeated exposures result in brand recognition as well as brand effect. An individual’s emotional responses play a role in consumer decisions, which leads to repetitive consumer behaviour.

Teenagers are a significant target market for the smartphone (Filieri & Lin, 2017). The teenager’s consumer behaviour begins in their early ages. Some factors have an impact on the process of youngsters becoming customers — for instance, environmental and cognitive factors. Environmental factors refer to peers, families, and media, while cognitive factors refer to a teenager’s awareness based on their age. For that reason, early exposure to brand results to product loyalty individuals often recall their autobiographical memories from their early years. Autobiographical memory refers to episodic memory associated with the self. It assists people to define and shape themselves (Milan, Eberle, & Bebber, 2015). People often feel as though they are re-experiencing past events during the process of autobiographical memory. Besides, activities that occur at an early age have more powerful impacts than events experienced later in life. In accordance with the previous study, it essential to investigate individuals’ first memories from their early ages to understand current brand relationships. The research allows an understanding of how product associations were initially established. Besides, exploring early memories of products assists in comprehending useful attachments as well as reasons for present brand selections (Milan, Eberle, & Bebber, 2015).

In accordance with the previously published study, it is evident that smartphone plays a vital role in youngster’s upbringing in various states. Teenagers are exposed to smartphones daily. For that reason, memories of the product may be prominent in users’ recollections of childhood. Chaudhuri and Holbrook (2001) found many participants’ recalled brand memories were intensely associated with family correlations. Generally, it is predicted that smartphone memories will be more powerful in respondents’ memories of childhood.