It takes two to tango: young Chinese consumers’ perspectives on global smartphone brands

What is it about?

Companies constantly search for effective strategies to influence consumers while users also seek to optimize their understanding about brands. Nonetheless, it seems unclear what that distinct brand relationship includes. Within this context, we aim to study how brand owners and users enhance brand bond. First, we argue that brand owners’ effort (BOE) to exercise care, innovate frequently and differentiate their brands enhances brand users’ bond with the brand. Second, we show that brand users’ competence (BUC) in their knowledge and experience with the brand’s reputation, value and service quality also improves brand bond. Third, we also argue that BOE significantly enhances BUC. Our study confirms that BOE and BUC are both significant and equally effective at enhancing brand bond. Meanwhile, BOE shows a significantly stronger effect on BUC than on brand bond. The 2015 and 2018 split sample analysis confirms the change reality of the smartphone world. As for brand comparison, young consumers perceive that iPhone differentiates itself from Huawei and Samsung rivals in terms of BOE and BUC on brand bond. However, none of these three key brands show significant differences in terms of BOE effect on BUC. The results prove that it takes both the owners and users together to contribute to the brand bond, but brand owners’ role on BUC is more significant. The findings provide brand owners with insights to understand what brand efforts matter for young consumers.

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