Exploring Brand Awareness and Purchase Intention on Complete and Ingredient Brands of Smartphone

Abstract

This paper explores how smartphone customers form attitudes, purchase intention and satisfaction based on perception of a smartphone brand as a complete product and/or its ingredient brands (e.g., application processor, camera sensor, and display panel). In particular, this study investigates i) how attitudes, purchase intention, and expected satisfaction differ based on the level of awareness (high vs. low) of complete product and ingredient brands; ii) how attitudes affect purchase intention based on the level of awareness of complete product and ingredient brands (high vs. low); and iii) ii) how purchase intention affects expected satisfaction based on the level of awareness of complete product and ingredient brands (high vs. low). The results of this study find that attitudes, purchase intention, and expected satisfaction differ based on the level of awareness of complete product and ingredient brands. The study also finds significant relationships between attitudes, purchase intention, and expected satisfaction based on the level of brand awareness of complete product and ingredient brands. This study provides implications for complete product and ingredient branding strategies.