Purpose

As Generation Y is considered to be a lucrative segment for emerging devices, this study investigates the effect of emotional brand attachment, from the brand romance perspective, on brand loyalty of Generation Y smartphone users. Furthermore, this study examines gender differences in the same relationship.

Design/methodology/approach

The study adopted a cross-sectional survey method and data was collected from 300 respondents. Data was analyzed using the structural equation modelling (SEM) approach and multi-group analysis was performed to examine gender differences in the model.

Findings

Results revealed that all three aspects of brand romance (pleasure, arousal and dominance) have a positive impact on smartphone brand loyalty. It further denotes that the relationship between brand romance and brand loyalty differs from males to females.

Originality/value

This study makes a significant contribution by examining emotional attachment and brand loyalty of Generation Y consumers, which has been less investigated. Furthermore, both attitudinal and behavioral brand loyalty has been considered in this study, which has largely been overlooked in similar studies. Examining the gender difference in the above relationship is an additional contribution.

中文翻译：

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Y世代消费者的品牌忠诚度：品牌浪漫视角

目的

由于 Y 一代被认为是新兴设备的利润丰厚的细分市场，本研究从品牌浪漫的角度调查了情感品牌依恋对 Y 一代智能手机用户品牌忠诚度的影响。此外，本研究还考察了同一关系中的性别差异。

设计/方法/方法

该研究采用横断面调查方法，从 300 名受访者中收集数据。使用结构方程模型 (SEM) 方法分析数据，并进行多组分析以检查模型中的性别差异。

发现

结果显示，品牌浪漫的所有三个方面（愉悦感、唤醒感和支配感）都对智能手机品牌忠诚度产生积极影响。这进一步表明，品牌浪漫与品牌忠诚度之间的关系因男性而异。

原创性/价值

这项研究通过检查 Y 一代消费者的情感依恋和品牌忠诚度做出了重大贡献，而这方面的调查较少。此外，本研究中同时考虑了态度和行为品牌忠诚度，而这在类似研究中在很大程度上被忽视了。检查上述关系中的性别差异是一个额外的贡献。