Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship

Brand Attitude of Smartphone User: The Role of Brand Knowledge and Self-Congruence

Authors
Ali Mohamad Rezza
Corresponding Author
Ali Mohamad Rezza
Available Online August 2016.
DOI
10.2991/gcbme-16.2016.68How to use a DOI?
Keywords
brand attitude;brand knowledge; self-image congruence; smartphone
Abstract

this study examines the brand attitudes of smartphone user. In particular, it examines how users brand knowledge and their self-image congruence can affect their brand attitudes towards smartphone products. Previous research indicates that brand knowledge and self-congruence can facilitate positive behavior and attitude towards products. This research used cross-sectional survey explanatory method and structural equation modelling approach to test the hypothesis. A questionnaire was sent to 200 smartphone users in Bandung. Results indicate that self-congruence was a good predictor of user's brand attitude and brand knowledge did not affect user's brand attitude towards smartphone product.

Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship
Series
Advances in Economics, Business and Management Research
Publication Date
August 2016
ISBN
978-94-6252-268-8
ISSN
2352-5428
DOI
10.2991/gcbme-16.2016.68How to use a DOI?
Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Ali Mohamad Rezza
PY  - 2016/08
DA  - 2016/08
TI  - Brand Attitude of Smartphone User: The Role of Brand Knowledge and Self-Congruence
BT  - Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship
PB  - Atlantis Press
SP  - 381
EP  - 384
SN  - 2352-5428
UR  - https://doi.org/10.2991/gcbme-16.2016.68
DO  - 10.2991/gcbme-16.2016.68
ID  - MohamadRezza2016/08
ER  -