Proceedings of the 2024 6th Management Science Informatization and Economic Innovation Development Conference (MSIEID 2024)

<Previous Article In Volume
Next Article In Volume>

Research on the Impact of Smartphone Customers’ Perceived Innovation on Brand Loyalty

Authors
Ting An1, *, Hong Gong1
1Xi’an University of Posts & Telecommunications, Xi’an, 710100, China
*Corresponding author. Email: 38032593@qq.com
Corresponding Author
Ting An
Available Online 15 April 2025.
DOI
10.2991/978-94-6463-676-5_54How to use a DOI?
Keywords
Customer-Perceived Innovation; Brand Loyalty; Customer Satisfaction; Brand Familiarity
Abstract

Currently, consumers’ perception of innovation increasingly determines the competitiveness of corporate brands. Taking smartphones as the research object, this paper integrates signal theory and introduces customer satisfaction as a mediator and brand familiarity as a moderating variable to construct a model examining the impact of customer-perceived innovation on brand loyalty. Through a questionnaire survey, hierarchical regression, and the Bootstrap method, this study explores the underlying mechanism of customer-perceived innovation’s influence on brand loyalty. The results indicate that both dimensions of customer-perceived innovation-perceived product innovation and perceived service innovation-positively impact brand loyalty. Customer satisfaction mediates the relationship between customer-perceived innovation and brand loyalty, while brand familiarity positively moderates this relationship.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2024 6th Management Science Informatization and Economic Innovation Development Conference (MSIEID 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
15 April 2025
ISBN
978-94-6463-676-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-676-5_54How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ting An
AU  - Hong Gong
PY  - 2025
DA  - 2025/04/15
TI  - Research on the Impact of Smartphone Customers’ Perceived Innovation on Brand Loyalty
BT  - Proceedings of the 2024 6th Management Science Informatization and Economic Innovation Development Conference (MSIEID 2024)
PB  - Atlantis Press
SP  - 548
EP  - 564
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-676-5_54
DO  - 10.2991/978-94-6463-676-5_54
ID  - An2025
ER  -