Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among vario...

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Bibliographic Details
Main Authors: Yanhui Mao, Yao Lai, Yuwei Luo, Shan Liu, Yixin Du, Jing Zhou, Jianhong Ma, Flavia Bonaiuto, Marino Bonaiuto
Format: Article
Language:English
Published: MDPI AG 2020-04-01
Series:Sustainability
Subjects:
smartphone sustainability
flow experience
brand image
brand communication
brand personality
brand identity
Online Access:https://www.mdpi.com/2071-1050/12/8/3391

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