Please use this identifier to cite or link to this item: https://doi.org/10.1016/j.ijinfomgt.2011.11.017
Title: Product attributes and brand equity in the mobile domain: The mediating role of customer experience
Authors: Sheng, M.L.
Teo, T.S.H. 
Keywords: Brand equity
Customer experience
Mediating effect
Mobile domain
Utilitarian and hedonic benefits of products
Issue Date: 2012
Source: Sheng, M.L., Teo, T.S.H. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of Information Management 32 (2) : 139-146. ScholarBank@NUS Repository. https://doi.org/10.1016/j.ijinfomgt.2011.11.017
Abstract: There are studies showing that utilitarian (perceived ease of use and perceived usefulness) and hedonic (entertainment and aesthetics) attributes of products are two fundamental resources that ensure brand equity in the mobile domain. However, few studies examine the attributes of products and how and why such resources influence mobile brand equity. In this study, a survey was carried out on 262 mobile users in Taiwan to examine the mediating effects of customer experience on the relationship between product attributes on mobile brand equity. Our findings suggest that utilitarian and hedonic attributes of products affect mobile brand equity through customer experience. In other words, perceived ease of use, perceived usefulness, entertainment, and aesthetics may not be intrinsic value; their value on mobile brand equity is realized through customer experience. However, whereas the effect of perceived ease of use on mobile brand equity is partially mediated, perceived usefulness, entertainment, and aesthetics are fully mediated by customer experience. By showing the differential effects of product attributes on mobile brand equity, this study provides a more refined understanding of the interplay among product attributes, customer experience, and mobile brand equity. The results suggest that by overlooking the mediating role of customer experience, previous research may have provided an overly optimistic view of the value of product attributes in mobile brand equity. © 2011 Elsevier Ltd. All rights reserved.
Source Title: International Journal of Information Management
URI: http://scholarbank.nus.edu.sg/handle/10635/44114
ISSN: 02684012
DOI: 10.1016/j.ijinfomgt.2011.11.017
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