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

► The value of utilitarian and hedonic attributes of products in mobile brand equity is realized through customer experience. ► The study suggests that by overlooking the mediating role of customer experience, previous research may have an overly optimistic view of product attributes in mobile brand equity. ► The study validates a model by combining utilitarian, hedonic construct, and customer experience in the mobile domain, thus providing a more refined understanding of the interplay among constructs. 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.