Understanding rural Chinese consumers’ behavior: A stimulus–organism–response (S-O-R) perspective on Huawei’s brand loyalty in China

Abstract

This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement and brand loyalty in China and explored behavioral and attitudinal loyalty as two major components of brand loyalty. An exploratory mixed-methods design grounded in the stimulus-organismresponse (S-OR) framework entailed two rounds interviews to build a hypothetical framework, following which 403 Chinese smartphone users were surveyed to test the hypotheses. The results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and brand loyalty demonstrate that brand involvement exerted a direct effect of approximately 67% on brand familiarity, which in turn had a direct effect of influencing 47% of the ABOUT THE AUTHOR Zhiyuan Yu was born in Gansu province, China. He earned his master's degree in Business Administration from Assumption University, Thailand. He is currently a lecturer in the College of Forestry, Gansu Agricultural University in China. His research interests include marketing and brand management. Worasak Klongthong received his Master's Degree in Business Administration from the Graduate School of Business, Assumption University. His research interests cover general management, marketing management, and data analytic. Jakkrit Thavorn is a PhD candidate in the Technopreneurship and Innovation Management Program, Chulalongkorn University. He received a Master of Business Administration from Assumption University. His research interests include publication mining, technology and innovation management, strategic management, and business model innovation.

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