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Factor Analysis on Brand Recognition and Image Purchases

Jaemin Lee


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To predict consumers attached to the brand, research needs to be done to derive direct product-related behaviors that are relatively easy to observe and measure, in addition to conventional relation-oriented variables. In the end, if a consumer shows a particular behavior and can identify that they are brand attached, then it is more likely that they will be more attached to the brand along with the re-purchase, oral, or recommended behavior of the Big Data. The purpose of this study is to establish a link between the consumption selection criteria and the intent of buying back a smartphone. The intention of re-purchase is to continue to repurchase the brand and to delay the purchase of the smartphone until the brand's new product is released. When it resells Smartphones, it looked at price, marketing, business image, durability, and design of individual consumption options and how strongly consumers are considering these conditions. In addition, it tried to reflect the characteristics of consumers using iPhones and Galaxy phones, which account for a significant portion of the smartphone market.


Repurchase behavior; Consumption selection criteria; Brand attachment

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