Explaining Generation Y South Africans’ Love and Satisfaction with Samsung Phone Brand using Consumption Value Theory

Chuma Diniso, Helen Inseng Duh

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)

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 languageEnglish
Pages (from-to)564-577
Number of pages14
JournalJournal of African Business
Volume22
Issue number4
DOIs
Publication statusPublished - 2021

Keywords

  • brand love
  • brand satisfaction
  • functional value
  • Generation Y
  • Monetary value
  • Samsung
  • symbolic value

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Development

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