Antecedents of consumers' brand loyalty for high technology products

This study explores the impact of antecedents of brand loyalty in the Hong Kong high-technology product market. Building strong brand loyalty in todays’ competitive marketplace has been a core and challenging objective for many high-technology companies. Herein, a novel relationship between brand loyalty for high-technology products and its antecedents is advanced. Data was collected using an online survey and a sample of 200 Hong Kong smartphone users aged 18 years old or above. Findings confirm that customer satisfaction mediates the relationship between service quality and attitudinal loyalty, and at the same time affects attitudinal loyalty directly. In addition, results show that repurchase intention is affected by attitudinal loyalty and that brand trust plays a critical role in building attitudinal loyalty and repurchase intentions. Consequently, important theoretical and managerial implications are provided for researchers and practitioners in the field.