Consumers that previously purchased Apple smartphones, or iPhones, have the best insight on how and why they buy this product and if they would buy it again, what are those reasons. The present research by Dwike, Honey and Anton Johannes, examined how brand trust and loyalty, consumer-brand identification, and consumer satisfaction can be mediators in the relationship of the consumer with the brand.
When it comes to mobile devices, iPhone is used by more than half of the population in the United States, Android phone share has declined in the past several years and the tendency does not seem to be stopping any time soon. Apple developed the iPhone as their core product, and it is their biggest source of revenue in most countries. These numbers can be explained by the data analysis of the customer satisfaction and brand trust as mediators to the purchase of these devices.
Consumer-brand identification can be described as the psychological state of the consumer mind that perceives a brand as intrinsically valuable and the feeling of oneness. Furthermore, consumer-brand identification is a powerful achievement for a brand, connecting with customers at this level has a positive correlation with brand loyalty. Customer satisfaction has also a positive relationship with brand loyalty. Customer satisfaction can be measured by evaluating the paradigm of the fulfillment of consumers’ expectations and disappointment with the product. Once brand identification is established, whether it is established before or after the contact with the products of the brand, the way it is perceived will be relevant in the transactional decisions made by the consumer. This can also affect consumer satisfaction and therefore motivating them to engage or purchase again from this brand in the future.
The findings of this research are very relevant for Integrated Marketing communications, mainly for Apple corporation and the iPhone production. Brand trust cannot act as mediator in the affiliation between consumer-brand identification and brand loyalty. Although the satisfaction of customers is overall consensual, there is a need to transmit clearer messages about how the iPhone is superior to all other smartphones.
Dwike Natalia, Honey Wahyuni Sugiharto Elgeka, Anton Johannes Tjahjoanggoro (2021). “Consumer-Brand Identification and Brand Loyalty: Analysis on Customer Satisfaction and Brand Trust as Mediators.” Psikostudia: Journal, Volume 10 No 3.