The Effect of Brand Resonance on Smartphone Brand Loyalty: The Role of Customer Satisfaction as a Mediation Variable

Abstract

This research aims to investigate whether customer satisfaction mediates the influence of brand resonance towards brand loyalty on a smartphone technology company. Essential concepts from brand management, consumer behavior, and marketing theory are leveraged to explore the role of customer satisfaction as a mediator in the relationship between brand resonance and brand loyalty. This research used a non-experimental quantitative research design and has obtained a total of 160 participants aged between 18-61 years (Mage = 28.11, SDage = 7.09). Results indicated that customer satisfaction mediates the influence of brand resonance towards brand loyalty. However, it is also found that the brand resonance variable has no effect on brand loyalty. This research reinforces relationship marketing theories that emphasize emotional and cognitive bonds with customers. It proposes that improving customer satisfaction may be a crucial avenue through which brand resonance drives long-term customer loyalty. Although this research model has been widely used before, this study was specifically conducted on one of the start-up companies in South Tangerang, Indonesia. This research also provides new insights in terms of scientific implications, novelty of results, and knowledge from the side of the variables studied.