Consumer Behavior and Brand Loyalty in Mobile Technology
Summary
Consumer behaviour in mobile technology encompasses the processes by which individuals select, purchase and use mobile devices and services. This field examines how product attributes such as design, functionality and operating system influence perceptions of value, quality and emotional engagement. Brand loyalty arises when consumers repeatedly choose the same manufacturer or platform, often driven by trust, satisfaction and experiential factors. In a global context, loyalty underpins revenue stability for mobile-device producers and shapes competitive dynamics across regions. Advancements in platform ecosystems, personalised marketing and social media engagement further modulate consumer preferences, while factors such as price sensitivity, peer recommendations and post-purchase support play critical roles. Practically, insights into decision drivers enable firms to refine product development, optimise customer retention strategies and foster long-term advocacy.
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Consumer Behavior and Brand Loyalty in Mobile Technology publication trend
The graph below shows the total number of articles in consumer behavior and brand loyalty in mobile technology across all publications each year (not limited to Nature Index journals).
Technical terms
Customer-Based Brand Equity (CBBE): A framework evaluating brand strength through consumer perceptions and associations organised into dimensions of awareness, image and loyalty.
Brand Loyalty: Consumer’s consistent preference and repeat-purchase behaviour towards a particular brand, driven by satisfaction and emotional attachment.
Structural Equation Modelling (SEM): A statistical technique that analyses relationships among latent variables to test theoretical frameworks.
Perceived Quality: Consumer’s assessment of a product’s overall excellence, influencing satisfaction and loyalty.
References
- A two-phase confirmatory factor analysis and structural equation modelling for customer-based brand equity framework in the smartphone industry. Decision Analytics Journal (2023).
- Unveiling brand loyalty in emerging markets: Analyzing smartphone user preferences: Robustness of structural equation modeling (SEM) and simultaneous equation modeling (SEMs). Journal of Open Innovation: Technology, Market, and Complexity (2024).
- The influence of consumer awareness in the digital era on the selection of smartphones: A study among Jordanian university students. Heliyon (2024).
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