Brand Loyalty in Smartphone Brands - Tezel, Said
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The purpose of this research is to identify the variations of brand loyalty among different smartphone brand users with consideration of brand loyalty constructs of satisfaction, trust, brand attachment, past experience, product category involvement and brand community involvement. As a part of the exploratory nature of the research, an online quantitative questionnaire was designed, which measured smartphone users' brand preferences, upgrade cycles, satisfaction, product category involvement, brand community involvement, brand attachment and brand loyalty.

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Produktbeschreibung
The purpose of this research is to identify the variations of brand loyalty among different smartphone brand users with consideration of brand loyalty constructs of satisfaction, trust, brand attachment, past experience, product category involvement and brand community involvement. As a part of the exploratory nature of the research, an online quantitative questionnaire was designed, which measured smartphone users' brand preferences, upgrade cycles, satisfaction, product category involvement, brand community involvement, brand attachment and brand loyalty.
Autorenporträt
Said Tezel est un professionnel expérimenté du marketing dans le domaine des technologies, avec une spécialisation croissante dans les domaines de l'Internet des objets et des technologies mobiles. Il a obtenu un diplôme de troisième cycle en marketing à l'université Royal Holloway de Londres. Ses domaines d'expertise sont la fidélité à la marque, le comportement des consommateurs et l'expérience utilisateur.