Product attributes and brand equity in the mobile domain: The mediating role of customer experience

Sheng, Margaret L.; Teo, Thompson S. H.

doi:10.1016/j.ijinfomgt.2011.11.017

Cited by 147 publications

(133 citation statements)

References 53 publications

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“…In this respect, Pine and Gilmore (1998) suggest that the most powerful themes that create and deliver memorable experiences are those related to consumer senses. Research findings support the notion that the consumer's perception of the brand appearance or aesthetic is associated with his/her experiences (Sheng & Teo, 2012).…”

Section: Appearancesupporting

confidence: 73%

“…Value is derived from consumer beliefs on the brand's aesthetic appeal. This reflects the beauty of the brand design and sensory attributes (Reimann et al, 2010;Sheng & Teo, 2012;Veryzer, 1993). Brand appearance is a source of pleasure (Decker & Trusov, 2010;Petruzzellis, 2010;Schoenfelder & Harris, 2004;Veryzer & Hutchinson, 1998) and a significant differentiating attribute that enhances consumer preferences (Reimann et al, 2010).…”

Section: Appearancementioning

confidence: 99%

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A brand preference and repurchase intention model: the role of consumer experience

Ebrahim

Ghoneim

Irani

et al. 2016

Journal of Marketing Management

181

199

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Consumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. However, the study of brand preference has been limited to traditional marketing focusing on functional attributes to maximise utility. But now the shift to experiential marketing broadens the role of the brand from a bundle of attributes to experiences. Technological advancements have helped to increase the similarities between brand attributes and product commoditisation. Consequently, consumers cannot shape their preferences among brands using rational attributes only. They seek out brands that create experiences; that intrigue them in a sensorial, emotional and creative way. This study seeks to develop a model that provides an understanding of how brand knowledge and brand experience determine brand preference and to investigate its impact on brand repurchase intention. Accordingly, exploratory focus group discussions are employed followed by a survey of mobile phone users in Egypt. The findings provide insights into the relative importance of consumer perceptions on different brand knowledge factors in shaping brand preferences. It also demonstrates the significance of consumers' experiential responses towards brands in developing their brand preferences that in turn influence brand repurchase intention. The model therefore offers managers a new perspective for building strong brands able to gain consumer preferences. ARTICLE HISTORY

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Section: Appearancesupporting

confidence: 73%

Section: Appearancementioning

confidence: 99%

A brand preference and repurchase intention model: the role of consumer experience

Ebrahim

Ghoneim

Irani

et al. 2016

Journal of Marketing Management

181

199

View full text Add to dashboard Cite

show abstract

“…Indeed, this comprehensive review defines celebrity endorsement and customer based brand equity according to McCracken (1989) and Aaker (1991) respectively, whereas many authors define these variables (e.g., Boorstin, 1961;Keller, 1993;Shocker et al, 1994;Khatri, 2006;Pappu et al, 2006). Further, this review provides evidence for the relationship of celebrity endorsement and customer based brand equity to the other dimensions and constructs comprehensively (e.g., Zafar & Rafique, n. d.; Moschis et al, 1984;Kamins et al, 1989;Ohanian, 1990Ohanian, & 1991Aaker, 1991;Yoo, Donthu & Lee, 2000;Erdem & Swait, 1998Maathuis et al, 2004;Thammawimutti & Chaipoopirutana, 2005;Swait & Erdem, 2007;Torres & Tribo, 2007;Chen & Chang, 2008;Sweeney & Swait, 2008;Prevot, 2009;Jafar et al, 2011;Jain, 2011;Spry et al, 2011;Anjum et al, 2012;Arokiasamy, 2012;Senthilnathan & Tharmi, 2012;Sheng & Teo, 2012;Al-Al-Dmour et al, 2013;Jahanzeb et al, 2013;Karunanithy & Sivesan, 2013;Khoshsima et al, 2013;Sharma & Kumar, 2013;Sivesan, 2013).…”

Section: Resultsmentioning

confidence: 99%

“…The results further reveal that the positive and significant relationship between product attributes and purchase intention. Furthermore, Sheng and Teo (2012) indicate 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 with mediating role of customer experience. The results of this study reveals that utilitarian and hedonic attributes of products affect mobile brand equity through customer experience.…”

Section: Variables Associated With Brand Equitymentioning

confidence: 99%

“…These are considered as the gaps in the literature and this study aims to fill these gaps. Further, this study uses previous literatures in advertising, advertising research, air transport management, bank marketing, business and behavioral sciences, business and management sciences, business research, consumer psychology, consumer research, corporate reputation, information management, innovative marketing, management, management and business research, management and social sciences, marketing, financial services and management research, marketing and management, marketing science, retailing and consumer services, product and brand management to comprehensively cover the relationship variables to celebrity endorsement and customer based brand equity (e.g., Zafar & Rafique, n.d.;Moschis, Moore, & Stanley, 1984;Kamins et al, 1989;Ohanian, 1990Ohanian, & 1991Aaker, 1991;Yoo, Donthu, & Lee, 2000;Erdem & Swait, 1998Maathuis, Rodenburg, & Sikkel, 2004;Thammawimutti & Chaipoopirutana, 2005;Swait & Erdem, 2007;Torres & Tribo, 2007;Chen & Chang, 2008;Sweeney & Swait, 2008;Prevot, 2009;Jafar, Adidam, & Prasad, 2011;Jain, 2011;Spry et al, 2011;Anjum, Dhanda, & Nagra, 2012;Arokiasamy, 2012;Senthilnathan & Tharmi, 2012;Sheng & Teo, 2012;Al-Al-Dmour, Al-Zu'bi, & Kakeesh, 2013;Jahanzeb, Fatima, & Butt, 2013;Karunanithy & Sivesan, 2013;Khoshsima, Kiani, Safari, Amari, Shifte, & Vaseei, 2013;Sharma & Kumar, 2013;Sivesan, 2013) to review the variables and dimensions impact on celebrity endorsement and customer based brand equity, and formulate a comprehensive model in relation to relationship variables to celebrity endorsement and customer based brand equity.…”

Section: Introductionmentioning

confidence: 99%

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The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review

Thusyanthy¹,

Tharanikaran²

2015

IJBM

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Currently most of the marketers use celebrity endorsement as an effective promotional tool, where celebrities are the well known individuals to the public, and this celebrity endorsement in advertisements have impact on customer based brand equity. Even though, there is a relationship between celebrity endorsement and customer based brand equity, many scholars have implied that several variables and dimensions also impact on these celebrity endorsement and customer based brand equity broadly. This qualitative comprehensive review explores with the various literature supports for the relationship variables to celebrity endorsement and customer based brand equity. To extend and facilitate further studies contextually and empirically, a comprehensive model is presented to demonstrate how these relationship variables relate to celebrity endorsement and customer based brand equity. This study with a comprehensive and complex model contributes to the existing literature and enhances the studies, which are related to the celebrity endorsement and customer based brand equity.

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Impact of perceived value on casual mobile game loyalty: The moderating effect of intensity of playing

Molinillo

Japutra

Liébana‐Cabanillas

2020

J of Consumer Behaviour

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The retention rate of mobile game players is one of the subjects that spark most interest in the industry, as many abandon the games only a few hours after downloading them. This study examines the antecedents of loyalty towards mobile games from the perspective of perceived value and explores the moderating effect of intensity of playing. The results revealed that hedonic value (i.e., perceived enjoyment and perceived attractiveness) and, to a lesser extent, utilitarian value (i.e., effort expectancy and perceived usefulness) are crucial in the loyalty that players feel towards mobile games. Intensity of playing weakens the relationship between perceived usefulness, perceived enjoyment and loyalty intention. Based on the findings, theoretical and practical implications are provided.

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Product attributes and brand equity in the mobile domain: The mediating role of customer experience

Cited by 147 publications

References 53 publications

A brand preference and repurchase intention model: the role of consumer experience

A brand preference and repurchase intention model: the role of consumer experience

The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review

Impact of perceived value on casual mobile game loyalty: The moderating effect of intensity of playing

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