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

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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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  -