Today, consumer needs are diversified, continually changing and differentiated. Under the market conditions of unlimited competition to satisfy those needs, businesses focus on relationship-building with customers, as well as on quality of Services. As a result, in this era of consumer-centered brand marketing, brand identity is surfacing as a competitive edge that a company can benefit from for a long time : this is related to the fact that people want to know why a consumer selects and purchases a certain brand out of so many others.

This study aims to analyze and confirm brand awareness’ role in influencing the repurchase intention both directly and indirectly on customer satisfaction variables and repurchase intention variables. The contribution brought by this study is to reflect manifest variables such as recall, purchase, and consumption. The number of respondents in this study was 200 samples using the online survey data collection method (Google form), while the research approach is quantitative explanatory. The data analysis test tools include the Structural Equation Modeling (SEM) approach with AMOS as a statistical data analysis software and Sobel test to indirectly test the relationship. This study consists of four hypotheses, of which three hypotheses are positively and significantly related (brand awareness on repurchase intention, brand awareness on customer satisfaction, and customer satisfaction on repurchase intention). Through indirect relationship, namely, brand awareness on repurchase intention through customer satisfaction, the study showed no significant effect. In a comprehensive way, this study emphasizes the factor of customer satisfaction as a determinant of consumer loyalty and repurchase intention. Therefore, creating optimal customer satisfaction, service excellence, promotion and massive advertising, guaranteeing the safety and ease-of-use apps, and ease of shopping, especially for e-commerce industry, is a serious concern.

This study examines the relationship between brand authenticity, brand equity, and customer satisfaction. A total of 263 participants participated in this study. Participants rated a set of three brands: Apple, Starbuck, and Nike. Each participant rated the extent to which the items described his or her authenticity with the brands listed, the equity of the brands listed, and feelings of satisfaction toward the brands. This study employs confirmatory factor analysis and structural equation modeling. The results indicate that 1) brand authenticity positively relates to brand equity, and 2) brand authenticity effects to customer satisfaction. The findings suggest that marketers can use the brand authenticity for assessment, planning, and tracking purposes to understand the authenticity of their brands for their customers. Products of authenticity brand are better liked, viewed as higher quality, offer greater value and are more likely to be purchased than less authenticity brand. They can command a significant price premium. The findings provide useful support and evidence for brand management, as well as companies in other developing countries, to engage more in brand practices as a core element of their strategic and brand management. This means that managers should work to increase perceptions of authenticity for their offerings.

스마트폰 제조사 브랜드들은 매년 새로운 스마트폰이 나올 때 마다 업그레이드된 UI(User Interface)를 선보이며 경쟁사들과 차별화에 나서고 있다. 이에 사용자들은 새로운 스마트폰 UI를 통해 목적을 수행하는 과정에서 다양한 경험들을 축척하게 된다. 이러한 사용자 경험은 수용자의 자극정도에 따라 인지과정에 중요한 결정 역할을 하며 새로운 경험을 통해 사용브랜드에 대한 경험을 형성하게 되고 사용 후 만족정도에 따라 사용자의 태도에 영향을 미칠 수 있다. 이에 본 연구는 스마트폰 사용자 경험이 사용자 만족 및 태도 간의 관계를 검증하고 사용자 경험이 브랜드경험을 매개로 사용자 만족과 사용자 태도에 어떠한 영향을 미치는지 검증하는 것을 목적으로 회귀분석을 통해 연구가설을 검증하였다. 연구결과, 첫째, 사용자 경험요인인 사용자만족경험, 유용적경험, 디자인만족경험, A/S만족경험 모두 사용자 만족과 사용자 태도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째. 스마트폰 사용자 만족은 사용자 태도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째. 스마트폰 사용자 경험은 브랜드경험을 매개하여 사용자 만족 및 사용자 태도에 영향을 미치는 것으로 확인되었다. 본 연구결과는 향후 스마트폰 UI설계 시 스마트폰의 사용자 경험 요인들을 고려한 전략의 필요성과 함께 스마트폰 사용자들의 만족을 높이기 위해서는 다른 브랜드와는 차별화된 브랜드 경험을 제공하는 것이 중요하며 사용자의 긍정적인 태도를 높이기 위해서는 사용자의 만족을 높이기 위한 사용자에 대한 경험 연구와 마케팅 전략 수립의 중요성을 본 연구는 시사한다.