Effects of Brand Attachment and Perceived Aesthetic on Intention to Purchase New Smartphone

The Roles of Brand Loyalty and Switching Costs in the Purchase of a New Smartphone

“…However, unlike switching costs, brand loyalty, which is supposed to be a major factor influencing the perception of an incumbent system, has received little theoretical attention in not only smartphone but also even ICT acceptance studies. While some studies have adopted brand loyalty as a variable in the context of ICT communities, their focuses were not on effects of brand loyalty on the acceptance or use of ICT applications but on the role of outcomes, which can be a proxy for ICT use (e.g., Casalo et al, 2010;Chen and Moon, 2015;Chiu et al, 2013;Deng et al, 2010;Lee and Park, 2014;Lee et al, 2104;Lin & Wang, 2006).…”