How Brand Trust and Brand Affect Of IPhone Influence the Brand Loyalty? Blaise | Mu | Dylan | Rony

Introduction The death of apple’s CEO left many in the business world wondering of apple would also face a decline in health. However, the subsequent release and over- whelming demand of the new iPhone showed the world how much this brand is loved by consumer.

Introduction In an interview by Belk and Tumbat, (2005), John, and Apple consumer, says that Microsoft’s goal is to make money. He also adds that Apple’s goal is to create “neat stuff”. The result shows that apple brand has a loyal following that most companies can only dream of.

Introduction What makes Apple users loyal is important to all companies striving to replicate the kind of brand loyalty that Apple generates.

Introduction

Research Question ● How brand trust of iPhone influences the brand loyalty? ● How brand affect of iPhone influences the brand loyalty? ● What is the relationship among brand trust, brand affect, purchase loyalty, attitudinal loyalty?

Research Objective The research objective is to analyze the influence between brand trust (brand affect) and brand loyalty. According to the data, we can find out the pattern and give a point of view to other enterprises to establish the brand equity.

Literature Review Brand trust is defined as the confident expectations of the brand’s reliability and intentions (Delgado et al., 2003). The definition of brand affect is “a brand’s potential to elicit a positive emotional response in the average consumer as a result of its use” (Chaudhuri and Holbrook’s, 2001).

Literature Review Purchase loyalty is defined as the willingness of the average consumer to repurchase the brand (Arjun Chaudhuri 8 Morris B. Holbrook, 2001). Attitudional loyalty is the level of commitment of the average consumer toward the brand (Arjun Chaudhuri 8 Morris B. Holbrook, 2001).

Literature Review Brand trust leads to brand loyalty or commitment because trust creates exchange relationships that are highly valued (Morgan and Hunt 1994). Loyalty underlies the ongoing process of continuing and maintaining a valued and important relationship that has been created by trust(Moorman, Zaltman and Deshpande, 1992).

Literature Review Generally, brands that are higher in brand affect should be purchased more often and should encourage greater attitudinal loyalty (Arjun Chaudhuri 8 Morris B. Holbrook, 2001). People may not always purchase the brands they “love” for reason of high price and so forth. Dick and Basu (1994) have proposed that brand loyalty should be greater under conditions of more positive emotional moode or affect. Thus, brands that make consumers happy/joyful/affectionate should prompt greater purchase and attitudinal loyalty.

Research Model of Brand Loyalty Brand Trust Purchase Loyalty Brand Affect Attitudina l Loyalty H1 H4 H2 H3

Hypotheses of Brand Loyalty H1 ： Brand trust is positively related to purchase loyalty H2 ： Brand trust is positively related to attitudinal loyalty H3 ： Brand affect is positively related to purchase loyalty H4 ： Brand affect is positively related to attitudinal loyalty

Survey Brand trust: 1.I trust iPhone.( 我信任 iPhone) 2.I rely on iPhone.( 我依賴 iPhone) 3.This is an honest product.(iPhone 是一個有誠信的產品 ) 4.iPhone is safe.(iPhone 是個很有保障的產品 ) Brand affect: 1.I feel good when I use iPhone.( 用 iPhone 時我感覺很好 ) 2.IPhone makes me happy.(iPhone 使我開心 ) 3.IPhone gives me pleasure. ( 我很樂意用 iPhone)

Survey Purchase loyalty: 1.I will buy iPhone the next time I buy a phone.( 下次買手機時我會買 iPhone) 2.I intend to keep purchasing iPhone.( 我傾向於繼續購買 iPhone) 3.I am willing to buy when Apple launches a new iPhone.(iPhone 出新款時，我會想要買 ) Attitudinal loyalty: 1.I am committed to iPhone.( 我對 iPhone 很忠心 ) 2.I would be willing to pay a higher price for iPhone over other brands.( 我願意以更高的價格去買 iPhone ，不願意用更低的價格去買他牌手機 ) 3.I recommend the iPhone to my friends and family.( 我會向朋友和家人推薦 iPhone)

Survey

Thank you. Rony | Mu | Dylan | Blaise