LOYALTY DETERMINANTS TO A TECHNOLOGY BRAND: THE SONY PLAYSTATION

Abstract

In a market with high competition, companies must strive to create loyalty bonds with their customers. Thus, the purpose of this study focuses on identifying the most important antecedents of loyalty to the Sony PlayStation brand. In this way, we will try to fill a gap in academic literature, as there is no known study in Portugal that examines the relationships between variables that have been considered essential in achieving loyalty to the Sony PlayStation brand. This is the case of brand experience, brand awareness, brand satisfaction, brand engagement, and brand loyalty.
This research proposes a theoretical model, tested through structural equation models. For this purpose, an online questionnaire was used, posted on Facebook brand communities, and also sent, via email to several IPC students and a circle of friends, and 236 valid questionnaires were collected.
The results obtained indicate that the experience with the brand has a positive effect on both brand awareness and brand engagement. In turn, brand awareness positively influences brand engagement and brand satisfaction. Brand engagement, on the other hand, has a positive impact not only on brand satisfaction but also on Sony PlayStation brand loyalty. Finally, satisfied customers become loyal to the Sony PlayStation brand.