PRODUCT AESTHETIC AND BRAND LOYALTY AS DRIVERS OF BRAND PSYCHOLOGICAL BRAND OWNERSHIP: AN EXPLORATORY STUDY OF THE OPINIONS OF A SAMPLE OF CUSTOMERS OF SMARTPHONE BRANDS COMPANIES
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Abstract
Companies strive to make their brand saturated in the lives of customers, and perhaps the psychological ownership of the brand represents one of the best ways to make customers own the same brand to build positive behavior, and therefore it becomes necessary for companies to know the way in which the psychological ownership of the brand can be acquired, and to this end the current study aimed to examine the role of the aesthetic product represented by (customer acumen, customer value, customer response) and loyalty to the brand and represented by (behavioral loyalty, attitude loyalty) as driving factors for the psychological ownership of the brand, among a sample of customers of companies brands of smartphones, as distributed (359) questionnaire to a group of customers of companies brands of smartphones, and in order to achieve the goal of the study used a set of methods to ensure in the test of the applied side of the study, Perhaps the most famous of these methods are the arithmetic mean, standard deviation, level of importance, Pearson's correlation coefficient (SPSS.V.27), and the coefficients of influence between internal variables according to the program (AMOS. V.26), the results showed that product aesthetics and brand loyalty contribute to improving the results of psychological ownership of the brand.
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