Title: Does brands experience matter for mobile communication devices - the roles of satisfaction and affective commitment

Authors: Pi-Chuan Sun; Huei-Shan Lee; Yen-Ting Wu

Addresses: Department of Business Management, Tatung University, No. 40, Sec. 3, Zhongshan North Road, Taipei City 104, Taiwan ' The Graduate Institute of Design Science, Tatung University; Department of Cosmetic Applications and Management, Cardinal Tien Junior College of Healthcare and Management, No. 40, Sec. 3, Zhongshan North Road, Taipei City 104, Taiwan ' Department of Business Management, Tatung University, No. 40, Sec. 3, Zhongshan North Road, Taipei City 104, Taiwan

Abstract: This paper contributes to the body of knowledge of brand experience marketing by integrating both satisfaction and affective commitment into one research model. It aims to explore and compare the effects of mobile communication/networking product and service brand experience. A self-report survey was conducted to collect data. The results indicated that the relationship between brand experience and brand loyalty is fully mediated by satisfaction and affective commitment. Additionally, the effect of SMS apps (networking service) brand experience is stronger than that of smartphone (networking product) brand experience.

Keywords: affective commitment; brand experience marketing; brand loyalty; customer satisfaction; mobile communications; SMS apps; networking services; smartphones; networking products.

DOI: 10.1504/IJMC.2016.077332

International Journal of Mobile Communications, 2016 Vol.14 No.4, pp.371 - 386

Received: 04 Dec 2014
Accepted: 19 Dec 2015
Published online: 28 Jun 2016 *

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