Examining brand affect mediation roles: trends and implications for tablet PCs market

This study aimed at examining the brand affect mediation role of brand intention and brand reliability influences towards purchase loyalty and attitudinal loyalty for the customers of tablet personal computers (hereafter: tablet PCs) in Indonesia. The country took 82% of the products market share of tablet PC in the South East Asia Region in 2014, and this figure is believed to remain high in recent years. A number of 195 university fresh-students in Yogyakarta, the city of education in Indonesia, were selected in a purposive sampling technique to fill out a tablet PC usage questionnaire. The data were analysed by using structural equation modelling (SEM). The results indicate brand affect's mediating role, brand intention and brand reliability positive effect on customers' loyalty, trend's volatility in purchasing tablet PCs, and brand intention and brand reliability's different effect towards attitudinal loyalty. Suggestions for managerial implications and research in the future are presented.