Abstract
With 86% of Generation Y South Africans found to have a Samsung phone, we examined 1) whether they love and are satisfied with the brand, 2) how much the consumption value theory (monetary, functional and symbolic values) explains brand love and satisfaction, 3) the relationship between brand satisfaction and love. We surveyed 651 respondents from two large universities. Results revealed that Generation Y South Africans moderately love and are adequately satisfied with the Samsung phone brand. Structural equation modeling results showed that the three consumption values and brand satisfaction positively influenced brand love. Brand satisfaction was driven by only monetary and functional values.
Original language | English |
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Pages (from-to) | 564-577 |
Number of pages | 14 |
Journal | Journal of African Business |
Volume | 22 |
Issue number | 4 |
DOIs | |
Publication status | Published - 2021 |
Keywords
- brand love
- brand satisfaction
- functional value
- Generation Y
- Monetary value
- Samsung
- symbolic value
ASJC Scopus subject areas
- Geography, Planning and Development
- Development