Abstract
This study investigates the relationship between brand image, brand awareness, brand satisfaction, brand trust, attitudinal, and behavioural loyalty of domestic Chinese Smartphone brands among young consumers and determines the mediating effects of brand trust. This study also investigates gender differences. Only a few studies in previous literature related to Chinese Smartphone brands and their loyalty towards their domestic brands, therefore this study contributes to the literature. Survey questionnaires were collected from 188 full-time young students in a public university in Wuhan, China. The Partial Least Squares Structural Equation Modelling was employed in the data analysis. The findings revealed significant relationships between brand image and brand trust, brand satisfaction, and brand trust, brand trust, and (attitudinal & behavioural loyalty) except for brand awareness. Also, brand trust found to mediate the relationship between brand image and (attitudinal & behavioural loyalty) and brand satisfaction and (attitudinal & behavioural loyalty), but our finding suggests that brand trust failed to mediate in the relationship between brand awareness and (attitudinal and behavioural loyalty). The findings revealed that impact of brand awareness on brand trust found to be insignificant in both gender (male & female), impact of brand Image found to be significant in male but insignificant in female group. Impact of brand satisfaction on brand trust found to be significant in both genders, but impact is higher in male than female gender. Also, the study found that male user is more concerned about behavioural loyalty while female more concerned about attitudinal loyalty. This study suggests that domestic brands are lacking in creating awareness, so domestic brands need to focus on their marketing strategies and advertisements plans and also makes the strategies that can attract both male and female gender and entertain their concerns as well. This study further suggests that marketers and managers of domestic brands keep their eye open on international competing brands and modified their strategies to achieve effectiveness and efficiency so that local brands can have sustainable growth and competitive edge in the industry.