 My study is to identify the relationship between the

customer loyalty from the perspective of iPhone customers

by the moderating role of brand romance of pleasure,
arousal and dominance

 Emotions pleasure, arousal and dominance predict

consumer brand romance toward their current IPhone
brand.
 Brand romance predicts brand loyalty the underlying
dimension of brand romance. Brand romance is
considered in terms of three underlying dimensions
referring to emotions such as pleasure, arousal and
dominance where the brand can become imbedded in
consumers' lives Patwardhan & Balasubramanian, (2011).
 Research design that is quantitative in nature was followed

 Primary data:

a) Questionnaires : 18 questions.

b) Sample Size : Total sample 30 respondent.

 Secondary Data: Newspaper, Internet, magazines and books.

o Target population of the study included all those who
were 18 years and older at the time of the study.

o Resided in the UTMSPACE, Kuala Lumpur who owned a

IPhone and who were involved in the purchase of the
cellphone they currently owned.

o The data were collected from the target population during

September 2016.
Respondent profile brand romance toward IPhone brands.

Frequency And Percent

For Generation

Frequency and percent

for how long you were
brand romance with
Iphone
 FREQUENCY AND PERCENT
* Generation results show that is majority of respondents

belong to Generation Y (26 years and younger) are 13

frequency and 43.3% percent.

* How long you were brand romance with Iphone show that is

majority of respondents are 3 years or longer and longer

than 10 years is 10 frequency and 33.3% percent.

Respondent brand romance toward IPhone brands.
 MEAN
 Emotion pleasure ‘I am really happy that this brand’ is highest mean
with 3.17.

 Emotion arousal ‘Sometimes I feel I cannot control my thoughts as

they are obsessively focused on this brand’ is second highest mean with
3.00.

 Emotion dominance ‘I am attracted to this brand’ is third highest

mean with 3.13.

 The lowest overall emotion statement for mean is ‘Using this brand
gives me great pleasure’ with 2.63.

 The overall emotion mean for brand romance is 15.50.

 STANDARD DEVIATION
¤ The highest overall emotions statement for standard deviation

is ‘I look forward to using this brand’ with 1.947.

¤ The lowest emotion overall statement for standard deviation is

‘This brand always seems to be on my mind’ with 1.306.

¤ The overall standard deviation for brand romance is 8.803.

CORRELATIONS PLEASURE

Correlation Pleasure
CORRELATIONS

Correlation Arousal
CORRELATIONS

Correlation Dominance
 CORRELATIONS
» Correlation considered to describe the relationship between
two variables or more variables.

» Simple correlation is defined as a variation related amongst

any two variables.

» The result is while a 0 level it indicates no correlation.

CRONBACH’S ALPHA VALUES FOR

THE MEASUREMENT SETS

 RELIABILITY
› Cronbach’s alpha coefficient values for the constructs and

underlying dimensions are above 0.7, indicating that the scales

are reliable.

› The closer value to 1, the more reliable the scale is deemed to

be
 Discussion
+ Generating brand romance between an IPhone brand and
consumers could thus eventually pay off in brand loyalty.

+ As brand romance in pleasure, arousal and dominance is

related positively to this study identified brand romance as
being a viable option for IPhone marketers to improve loyalty
or romance amongst their consumers.
 Recommendation
Recommendation for future research

ö The three variables brand romance of pleasure, arousal and

dominance must be taken more carefully because all variables

significantly impact on brand romance.

ö Future study could focus on both brand romance and

attachment theories
Recommendation by respondent
 CONCULATION
× The research study shows that pleasure, arousal and

dominance have a high impact on customer loyalty or brand

romance.

× IPhone must focus on customer pleasure, arousal and

dominance as it help them to keep customer loyal for a longer

period of time.
 REFERENCES

 PATWARDHAN, H. & BALASUBRAMANIAN, 2011. Brand

romance: A complementary approach to explain emotional

attachment toward brands. Journal of Product and Brand

Management.