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Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

Author

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  • Yanhui Mao

    (School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China
    Department of Psychology and Behavior Science, Zhejiang university, Hangzhou 310028, China)

  • Yao Lai

    (School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China)

  • Yuwei Luo

    (School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China)

  • Shan Liu

    (School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China)

  • Yixin Du

    (School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China)

  • Jing Zhou

    (School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China)

  • Jianhong Ma

    (Department of Psychology and Behavior Science, Zhejiang university, Hangzhou 310028, China)

  • Flavia Bonaiuto

    (Facoltà di Economia, Universitas Mercatorum, 00186 Roma, Italy)

  • Marino Bonaiuto

    (Dipartimento di Psicologia dei Processi di Sviluppo e Socializzazione, Sapienza Università di Roma, 00185 Roma, Italy)

Abstract

The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among various competitors. A few prior researches have demonstrated that not only the optimal experience of flow, but also identity features (i.e., self-identity, social identity, brand identity) facilitate a customer’s purchase intention. Previous studies also indicate that brand-related constructs (e.g., typically brand image but sometimes also brand personality and communication) predict purchase intention. As the first study combining flow, which focuses on investigating the consumer purchase behavior through identity and brand-related constructs, we propose a conceptual model that combines flow theory, brand image, brand communication, brand identity, and brand personality to investigate purchase intention. We have empirically tested the conceptual model based on the data collected from 1377 Chinese smartphone users. Results via the structural equation modeling with AMOS software indicated that flow experience, brand image, brand communication, brand personality, and brand identity all directly or indirectly explain purchase intention. Flow experience serves a critical role in mediating the path from brand communication, brand personality, and brand identity to purchase intention. The research focuses on the strategic implication of the various brand features management and aims to harmonize economic, social, and environmental sustainability.

Suggested Citation

  • Yanhui Mao & Yao Lai & Yuwei Luo & Shan Liu & Yixin Du & Jing Zhou & Jianhong Ma & Flavia Bonaiuto & Marino Bonaiuto, 2020. "Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone," Sustainability, MDPI, vol. 12(8), pages 1-22, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:8:p:3391-:d:348528
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    2. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
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    4. Usep Suhud & Mamoon Allan & Sri Rahayu & Dorojatun Prihandono, 2022. "When Brand Image, Perceived Price, and Perceived Quality Interplay in Predicting Purchase Intention: Developing a Rhombus Model," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 11, January.
    5. HMWM Herath & B.G.H.M Bulathwatt, 2022. "Smash of Brand Awareness and Brand Association around Imported Cosmetics towards Female Consumers Purchasing Decisions (With Special Reference to Millennials in Sri Lanka)," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(02), pages 117-125, February.
    6. Yanhui Mao & Chuanyu Peng & Yan Liang & Guoping Yuan & Jianhong Ma & Marino Bonaiuto, 2022. "The Relationship Between Perceived Residential Environment Quality (PREQ) and Community Identity: Flow and Social Capital as Mediators," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 163(2), pages 771-797, September.
    7. Chuanyu Peng & Guoping Yuan & Yanhui Mao & Xin Wang & Jianhong Ma & Marino Bonaiuto, 2020. "Expanding Social, Psychological, and Physical Indicators of Urbanites’ Life Satisfaction toward Residential Community: A Structural Equation Modeling Analysis," IJERPH, MDPI, vol. 18(1), pages 1-23, December.
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