BRAND LOYALTY AND RE-PURCHASE INTENTION IN SMARTPHONE MARKETING: THE PERSPECTIVE OF HABIT

Abstract

Recently, there has been a rapid increase in the use of smartphone. Especially, use of smartphone is prevalent among young people. One of the significant factor concerning to use smartphone is habit. Therefore, the purpose of this research is to investigate the effect of habit and brand loyalty on repurchase intention in the smartphone market. With this aim, we conducted a research on 273 university students who are at different levels of education. Analysis results show that there is a positive relationship between habit and brand loyalty, whereas there is not a significant relationship between habit and repurchase intention. Another finding indicates that there is also a strong relationship between brand loyalty and re-purchase intention. This research reveal that in order to gain brand loyalty of consumers, constitute habit is very important. For marketing management it can be suggested that they should add some feature which create habit for consumers. (C) 2017 Published by Future Academy www.FutureAcademy.org.uk