The influence of brand awareness, brand image and perceived quality on Generation Y’s brand satisfaction and brand love: a Samsung smartphone case study

Purpose The primary purpose of this study is to examine the interaction between brand awareness (BA), brand image (BI), perceived quality (PQ) and brand-relationship elements, namely, brand satisfaction (BS) and brand love (BLOV), among Generation Y (Gen Y) smartphone users. Design/methodology/approach This quantitative study was cross-sectional, and a sample of 651 Gen Y Samsung smartphone users from two South African universities completed a questionnaire with structured questions. Structural equation modelling (SEM), Analysis of Moment Structures (AMOS) and the bootstrapping method were used to analyse data. Findings The study found that BA, BI and PQ among Samsung smartphone users have direct and indirect effects on their BS, and ultimately, their emotional attachment to the BLOV. Research limitations/implications The sample was confined to the Gen Y cohort of 18–25 years in South Africa. This suggests that the results of this study cannot be generalised beyond the country and as being representative of the views of other generational cohorts. The study focused on the telecommunications industry and therefore, results are relevant to this specific industry. The model presented in this research can be replicated in other industries. The study employed the quantitative approach and future studies could adopt a mixed-methods approach to generate more insightful findings. Lastly, the study is cross-sectional and future research could adopt a longitudinal approach. Practical implications In terms of practical/managerial implications, the Samsung marketing teams should integrate the BA, BI, PQ, BS and BLOV elements in their brand strategies to continue growing the brand and outmanoeuvre competitors. Direct and indirect results have proven that the BS element is the cornerstone underpinning consumers’ emotional attachment to the Samsung smartphone. This implies that companies such as Samsung should invest financial resources toward satisfying their consumers. The insights of this study can further assist marketers of competing products, such as Apple, to develop strategies to capture the lucrative Gen Y market and ultimately increase market share. Originality/value This study integrates Esch et al.’s (2006) brand-relationship model with Aaker’s (1996) seminal brand equity framework to propose and test a conceptual model to explore the interaction between the traditional dimensions of brand equity and the additional brand-relationship elements. Furthermore, the S-O-R theory, pioneered by Mehrabian and Russell (1974), underpins the theoretical foundation of this study.