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Explaining Generation Y South Africans’ Love and Satisfaction with Samsung Phone Brand using Consumption Value Theory

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  • Chuma Diniso
  • Helen Inseng Duh

Abstract

With 86% of Generation Y South Africans found to have a Samsung phone, we examined 1) whether they love and are satisfied with the brand, 2) how much the consumption value theory (monetary, functional and symbolic values) explains brand love and satisfaction, 3) the relationship between brand satisfaction and love. We surveyed 651 respondents from two large universities. Results revealed that Generation Y South Africans moderately love and are adequately satisfied with the Samsung phone brand. Structural equation modeling results showed that the three consumption values and brand satisfaction positively influenced brand love. Brand satisfaction was driven by only monetary and functional values.

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  • Chuma Diniso & Helen Inseng Duh, 2021. "Explaining Generation Y South Africans’ Love and Satisfaction with Samsung Phone Brand using Consumption Value Theory," Journal of African Business, Taylor & Francis Journals, vol. 22(4), pages 564-577, October.
    • Handle: RePEc:taf:wjabxx:v:22:y:2021:i:4:p:564-577
    DOI: 10.1080/15228916.2020.1838832
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    Cited by:

    1. Zhang, Qi & Ariffin, Shaizatulaqma Kamalul & Richardson, Christopher & Wang, Yuling, 2023. "Influencing factors of customer loyalty in mobile payment: A consumption value perspective and the role of alternative attractiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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