| dc.description.abstract | In recent years, social identity theory has garnered increasing attention in academic research, particularly in exploring its impact on consumer brand loyalty and oppositional behavior. This paper aims to deeply analyze how the brand loyalty of the two technology giants, Apple and Samsung, induces oppositional behavior among consumers, based on social identity theory.
According to social identity theory, an individual’s self-concept partially derives from their identification with a group. In the consumer goods market, when consumers perceive that their characteristics align with a brand’s image, they may develop a sense of brand identification, which is the psychological foundation of brand loyalty. Yoshida and Gordon (2018) noted that social media platforms enhance interactions between consumers and brands, deepening consumers′ sense of community identification with the brand, thereby increasing brand loyalty. Similarly, Kuo and Hou (2017) found that brand identification not only enhances consumer loyalty to their own brand but also potentially provokes aversion or even hostility towards competing brands. These oppositional behaviors are not limited to verbal disputes among consumers but also manifest as negative comments or boycott actions on social media.
This study employs a questionnaire survey method, targeting both general consumers and industry experts, to collect and analyze data. It investigates how Apple and Samsung use social identity theory to consolidate their market positions and stimulate consumer oppositional behavior. The results indicate that consumer brand loyalty is primarily driven by product quality, service satisfaction, and identification with the brand image, while brand identification significantly affects consumer loyalty and oppositional behavior. Apple, through its unique design and high-end market positioning, has successfully attracted a loyal consumer base, whereas Samsung, by emphasizing accessibility through its diverse product range, attracts consumers with varying needs.
Through these analyses, this study aims to provide empirical support for brand management, assisting companies in better understanding and leveraging brand loyalty to promote healthy brand development and positive consumer relationships. | en_US |