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.

摘要

发现 86% 的南非 Y 一代人拥有三星手机，我们调查了 1) 他们是否喜欢和满意该品牌，2) 消费价值理论（货币价值、功能价值和象征价值）在多大程度上解释了品牌热爱和满意度, 3) 品牌满意度与喜爱度的关系。我们调查了来自两所大型大学的 651 名受访者。结果显示，Y 一代南非人对三星手机品牌有适度的喜爱和满意。结构方程建模结果表明，三种消费价值观和品牌满意度正向影响品牌喜爱。品牌满意度仅由货币和功能价值驱动。