Volume 11, Issue 10

  • -

Volume 11, Issue 10

The Effect of Smartphone Brand Personality on Purchase Intention: The Mediation Role of Brand Identification and the Moderating Role of Self-Construal
Author’s Details: Dimalla, Evelyne Lydie1,Amegah, Emelia Edinam2, Asmah, Joseph Benjamin Ndoli3Shuping Zhang4
(1)Dimalla, Evelyne LydieCollege of Economics and Management, Ningxia University, China
(2)Amegah, Emelia EdinamDepartment of Comparative Education, Zhejiang Normal University, China (3)Asmah,Joseph Benjamin NdoliDepartment of Public Administration, University of Science and Technology of China (4)Shuping Zhang  College of Economics and Management, Ningxia University, China,750021
The booming market for smartphone devices in developing countries requires a better understanding of the factors that influence consumer’s decisions. To bring light to the factors, this study explores the role of brand personality on consumer’s purchase intention. Further, the mediating role of brand identification and the moderating effect of self-construal in brand personality and purchase intention relationship using social-identification theory to explain the model. Through a convenient sampling technique, we tested our theoretical model with a sample of 285 smartphone consumers in Cameroon.The findings revealed that sincerity was positively related to purchase intention, whilst excitement did not. We further found that brand identification mediated excitement and purchase intention relationships and sincerity and purchase intention relationships. Additionally, self-construal moderated the relationship between excitement and purchase intention but did not moderatethesincerity and purchase intention relationship. Practical implications and future research directions of the findings have been discussed.
Keywords: brand personality, purchase intention, brand identification, self-construal, Smartphone market in Cameroon.

About Author

Dr.John Keets

Ijmsbr [ eISSN 2226-8235 ] is an Double Blind Peer reviewed open access journal having expertise in delivering high-quality and rapid publications, from online submission systems and in-depth double blind peer review to an efficient, author-friendly production process.

Current Issue

Calls For Papers- 25-Mar-2024

Impact Factors

Indexing & Citations

Indexed In Universities


IJMSBR Work Licensed Under 4.0

Creative Commons Licence
Online Research Publications by Authors is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Based on a work at http://www.ijmsbr.com.
Permissions beyond the scope of this license may be available at http://www.ijmsbr.com.

500$ Subscription Fee With 10 Publications with Free Turitin Report