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Mobile Device Brand Loyalty of Youth: Perceived Value vs. Cybersecurity Choices
Abstract
Cybersecurity and security mechanisms of mobile device play an important part in product development, but are not often a top priority when customers select their favorite brand. A key factor that has been ignored as a result of the rapid pace of the market is that of youth brand loyalty. Brand loyalty remains one of the key factors in global markets that determine core consumers and security concerns feature became less important. This chapter aims to ascertain the key factors of brand loyalty and measure what consumers base their decision on whilst selecting a brand. The chapter will look at social value, emotional value, functional value, involvement, and perceived value of the consumer to the brand. Based on quantitative results, a conclusion will be drawn on what the key factors of brand loyalty are. Recommendations will be made on how mobile brand companies can use these KSFs when developing new products in order to procure more loyal consumers, as well as to increase awareness of the importance of the security features of the device when making a choice to purchase a brand.
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