Antecedents and Consequences of Customer Brand Engagement: An Empirical Study in the Mobile Headset Category

Antecedents and Consequences of Customer Brand Engagement: An Empirical Study in the Mobile Headset Category

Souvik Roy (Department of Marketing, IBS Hyderabad, IFHE, Hyderabad, India) and Santanu Mandal (Department of IT & Operations, IBS Hyderabad, IFHE, Hyderabad, India)
DOI: 10.4018/IJISSS.2017070104
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Abstract

Mobile phone markets are one of the most turbulent market environments today due to increased competition and change. Thus, it is of growing concern to look at consumer buying decision process and cast light on the factors that finally determine consumer choices between different mobile phone brands. With its calculated roots in fields including psychology and authoritative conduct, the engagement idea is rising in the promoting writing, with preparatory exploration showing that connected with buyers may display more prominent dedication to central brands. Notwithstanding these progressions, the engagement idea stays underexplored to date. On this basis, this article deals with consumers' choice criteria in mobile phone markets by studying factors that leads to customer brand engagement and the consequences to it in the context of mobile headset brand. Findings indicate that brand self-congruity, involvement, and interactivity leads to customer brand engagement and which itself influences satisfaction, trust and commitment for mobile headset brands.
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Introduction

India is the world's twelfth biggest buyer market. It is anticipated that by 2025, it will be in front of Germany and will turn into the fifth biggest economy of the world (Singh, 2009). There is an unstable development in every one of the territories of buyer products and services. Correspondence that record for 2 percent of purchaser's spending today will be one of the quickest extending classifications with development of around 13 percent (McKinsey, 2007). Mobile telecom industry has demonstrated a huge development in the course of the most recent couple of years and at present there speak the truth twenty crore (1 crore = 10 million) subscribers of the mobile telecom benefits in the nation. The business for the mobile handset is additionally developing with the developing interest for mobile telecom services. This interest will keep on growing in future moreover. India at present is the second biggest business for mobile handsets (Indian Brand Equity Foundation, 2005). The expanding rivalry between the telecom service suppliers has expanded interest for both mobile telecom services and the handsets.

As indicated by Indian Brand Equity Foundation (2005), the mobile handset market, which was worth about $ 2 Billion two years back, had demonstrated a development of 60% for every annum. The GSM (Global System for Mobile Communications) handsets had 84% offer and CDMA (Code Division Multiple Access) handsets has 16% piece of the market share. There are different players in the GSM market. Nokia was driving the business sector with 59% piece of the overall industry (Prashant, 2005). Among alternate players, the noticeable are Sony Ericsson, Samsung, Motorola and LG. They are putting forth extensive variety of models for the clients of distinctive inclinations. The makers are presenting more up to date and more up to date models with hardly a pause in between of time on account of the mobile phone headset brand deal from the business sector.

Although mobile phones have become a fundamental part of personal communication across the globe during the past ten years, consumer research has devoted little specific attention to motives and choice underlying the complexity that lies in the choice of mobile phone brands process. As the mobile phone market is a typical technology push driven market, several factors are taken into account when it comes to the choice of a particular mobile brand (Kargin et al.2009; Daim et al.2014) With the increasing number of mobile brands coming in the market every day the competition is now not only confined to technology differentiation itself as almost all the mobile devices are having more or less similar features. So now the customers are more kin in looking at the brands more in comparison to the features which it comes to selection of mobile brands. Thus, it is the need of the hour for the marketers to understand how to engage the customer to a particular mobile brand, and what are the consequences to it.

There are only few models available currently in Information Systems literature that have addressed the issues surrounding retention or continued use of technology (Lee & Kwon, 2011; Yuan Li, 2014). These models conceived continued patronage (retention) of a particular technology as Information Technology (IT) attachment/ engagement and they have explicated on technology features which the software applications should possess that enables continued patronage of technology.

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