Explaining Generation Y South Africans' Love and Satisfaction with Samsung Phone Brand using Consumption Value Theory

Explaining Generation Y South Africans' Love and Satisfaction with Samsung Phone Brand using Consumption Value Theory

Author: 
Diniso, Chuma
Place: 
Oxon
Publisher: 
Taylor and Francis
Date published: 
2021
Record type: 
Responsibility: 
Duh, Helen Inseng, jt. author
Journal Title: 
Journal of African Business
Source: 
Journal of African Business Vol 22 No 4 2021 pp. 564-577
Abstract: 

With 86% of Generation Y South Africans found to have a Samsung phone, we examined 1) whether they love and are satisfied with the brand, 2) how much the consumption value theory (monetary, functional and symbolic values) explains brand love and satisfaction, 3) the relationship between brand satisfaction and love. We surveyed 651 respondents from two large universities. Results revealed that Generation Y South Africans moderately love and are adequately satisfied with the Samsung phone brand. Structural equation modeling results showed that the three consumption values and brand satisfaction positively influenced brand love. Brand satisfaction was driven by only monetary and functional values.

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CITATION: Diniso, Chuma. Explaining Generation Y South Africans' Love and Satisfaction with Samsung Phone Brand using Consumption Value Theory . Oxon : Taylor and Francis , 2021. Journal of African Business Vol 22 No 4 2021 pp. 564-577 - Available at: http://library.au.int/explaining-generation-y-south-africans-love-and-satisfaction-samsung-phone-brand-using-consumption