A Study of Smartphone Features as Antecedents of Brand Affect in Gujarat State in India

The Indian smartphone segment is growing at a as the device has become an indispensable part of the lives of people. Because of the important role that it plays in our daily life, it is expected that some form of attachment or feelings would be experienced by consumers with their brands. The aim of the study is to study whether the features provided in smartphones influence the development of feelings/affect towards the brands. Six features are mentioned by respondents in a pilot survey and using survey data from 215 respondents in two cities in Gujarat, it is found that some features like brand performance, brand image and design have a significant influence on brand affect formation. Marketers of smartphones can keep improving on these significant features so that consumers develop an emotional bond with their brands.