Brand Loyalty in The Smartphone User’s: The Role of Brand Credibility and Consumer Convenience

Abstract

This study analyzes consumer loyalty from attitudes on credible knowledge sources and the emotional experience due to the first perception   Data was collected from 107 smartphone users through questionnaires and interviews. The SEM-PLS compound technique was used to analyze the data with a pathway mediated by the comfort decision of credibility on brand loyalty. The results show that there is a positive correlation between a consumer's attitude and brand credibility. Furthermore, experiential marketing positively influences the brand hallo effect and consumers attitude, which directly impacts decision convenience, brand credibility and loyalty. However, there is a negative relationship between decision convenience and brand loyalty. Similarly, a decision convenience relationship has not processed credibility in brand loyalty. This study shows that customer loyalty can be influenced by their attitude, which provides a positive signal to brand credibility. The examined Model helps managers understand how the branding process investment may provide confidence in brand loyalty based on comfortable brand decisions.