Assessment of Brand Trust and Brand Love to Smartphones by Generation Y Consumers in Tertiary Institutions in Yola, Nigeria

Abstract

The main objective of this study is to examine the effects of brand trust and brand love to smartphones by Generation Y consumers in selected tertiary institutions in Yola, Nigeria. This study adopted the survey research design, structured questionnaire was designed and administered to three hundred and eighty (380) respondents within the age range of 18 to 38 years, the population used in this study were the students and staff of selected tertiary institutions that is the ModibboAdama University of Technology Yola and Adamawa State Polytechnic Yola the total number was 30,437, the sample size for this study was 380 using Krejcie and Morgan (1970) formula, purposive sampling technique was adopted due to the characteristics of the Generation Y,reliability of the instrument was tested the study performed Cronbach’s alpha test. The demography of respondents was analyzed using descriptive statistics. Pearson's moment correlation coefficient was used to measure the strength of the
relationship between the two variables. Multiple regression analysis was used to measure the difference that exists between the observed and expected frequencies as stated in null hypothesis.While Statistical Package for the Social Sciences (SPSS) software was used for analysis It was found out that brand trust and brand love are important factors influencing the Generation Y consumer, for this reason different smartphone manufacturers should build a strong brand trust among Generation Y and maintaining their product quality to sustain consumers’ satisfaction from their smartphones' features and functions. The experience and confidence which consumers have gotten after using their smartphones also inspire Generation Y to repurchase the same brand with better models, advanced technology and sophisticated quality.