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...
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| Veröffentlicht in: | International journal of information management 2012-04, Vol.32 (2), p.139-146 |
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| container_title | International journal of information management |
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| creator | Sheng, Margaret L. Teo, Thompson S.H. |
| description | ► 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. |
| doi_str_mv | 10.1016/j.ijinfomgt.2011.11.017 |
| format | Article |
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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.</description><identifier>ISSN: 0268-4012</identifier><identifier>EISSN: 1873-4707</identifier><identifier>DOI: 10.1016/j.ijinfomgt.2011.11.017</identifier><language>eng</language><publisher>Kidlington: Elsevier Ltd</publisher><subject>Brand equity ; Cellular telephones ; Consumer behavior ; Customer experience ; Mediating effect ; Mobile domain ; Perceptions ; Studies ; Utilitarian and hedonic benefits of products</subject><ispartof>International journal of information management, 2012-04, Vol.32 (2), p.139-146</ispartof><rights>2011 Elsevier Ltd</rights><rights>Copyright Elsevier Science Ltd. Apr 2012</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c391t-8bce9556d421fa3787651fedf8e8017e3218f42903a1986547d7fe20bfafcffd3</citedby><cites>FETCH-LOGICAL-c391t-8bce9556d421fa3787651fedf8e8017e3218f42903a1986547d7fe20bfafcffd3</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktohtml>$$Uhttps://www.sciencedirect.com/science/article/pii/S0268401211001423$$EHTML$$P50$$Gelsevier$$H</linktohtml><link.rule.ids>314,776,780,3537,27901,27902,65306</link.rule.ids></links><search><creatorcontrib>Sheng, Margaret L.</creatorcontrib><creatorcontrib>Teo, Thompson S.H.</creatorcontrib><title>Product attributes and brand equity in the mobile domain: The mediating role of customer experience</title><title>International journal of information management</title><description>► 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.</description><subject>Brand equity</subject><subject>Cellular telephones</subject><subject>Consumer behavior</subject><subject>Customer experience</subject><subject>Mediating effect</subject><subject>Mobile domain</subject><subject>Perceptions</subject><subject>Studies</subject><subject>Utilitarian and hedonic benefits of products</subject><issn>0268-4012</issn><issn>1873-4707</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2012</creationdate><recordtype>article</recordtype><recordid>eNqFUE1LAzEQDaJgrf4Gg_etSfYju95K8QsKeqjnkE0mNUt30yZZ0X9v1opXYZiBmTfvzTyErilZUEKr225hOzsY12_jghFKFykI5SdoRmueZwUn_BTNCKvqrCCUnaOLEDqSEKRkM6RevdOjiljG6G07RghYDhq3fspwGG38wnbA8R1w71q7A6xdL-1whzdTC7SV0Q5b7F0aOYPVGKLrwWP43IO3MCi4RGdG7gJc_dY5enu436yesvXL4_Nquc5U3tCY1a2CpiwrXTBqZM5rXpXUgDY11OlcyBmtTcEakkva1FVZcM0NMNIaaZQxOp-jmyPv3rvDCCGKzo1-SJKiYVWZl4zRBOJHkPIuBA9G7L3tpf8SlIjJUNGJP0PFZKhIkfTT5vK4CemHDwteBPXzn7YeVBTa2X85vgHWHYSU</recordid><startdate>20120401</startdate><enddate>20120401</enddate><creator>Sheng, Margaret L.</creator><creator>Teo, Thompson S.H.</creator><general>Elsevier Ltd</general><general>Elsevier Science Ltd</general><scope>AAYXX</scope><scope>CITATION</scope><scope>7SC</scope><scope>8FD</scope><scope>E3H</scope><scope>F2A</scope><scope>JQ2</scope><scope>L7M</scope><scope>L~C</scope><scope>L~D</scope></search><sort><creationdate>20120401</creationdate><title>Product attributes and brand equity in the mobile domain: The mediating role of customer experience</title><author>Sheng, Margaret L. ; Teo, Thompson S.H.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c391t-8bce9556d421fa3787651fedf8e8017e3218f42903a1986547d7fe20bfafcffd3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2012</creationdate><topic>Brand equity</topic><topic>Cellular telephones</topic><topic>Consumer behavior</topic><topic>Customer experience</topic><topic>Mediating effect</topic><topic>Mobile domain</topic><topic>Perceptions</topic><topic>Studies</topic><topic>Utilitarian and hedonic benefits of products</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Sheng, Margaret L.</creatorcontrib><creatorcontrib>Teo, Thompson S.H.</creatorcontrib><collection>CrossRef</collection><collection>Computer and Information Systems Abstracts</collection><collection>Technology Research Database</collection><collection>Library & Information Sciences Abstracts (LISA)</collection><collection>Library & Information Science Abstracts (LISA)</collection><collection>ProQuest Computer Science Collection</collection><collection>Advanced Technologies Database with Aerospace</collection><collection>Computer and Information Systems Abstracts Academic</collection><collection>Computer and Information Systems Abstracts Professional</collection><jtitle>International journal of information management</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Sheng, Margaret L.</au><au>Teo, Thompson S.H.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Product attributes and brand equity in the mobile domain: The mediating role of customer experience</atitle><jtitle>International journal of information management</jtitle><date>2012-04-01</date><risdate>2012</risdate><volume>32</volume><issue>2</issue><spage>139</spage><epage>146</epage><pages>139-146</pages><issn>0268-4012</issn><eissn>1873-4707</eissn><abstract>► 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.</abstract><cop>Kidlington</cop><pub>Elsevier Ltd</pub><doi>10.1016/j.ijinfomgt.2011.11.017</doi><tpages>8</tpages><oa>free_for_read</oa></addata></record> |
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| ispartof | International journal of information management, 2012-04, Vol.32 (2), p.139-146 |
| issn | 0268-4012 1873-4707 |
| language | eng |
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| source | Elsevier ScienceDirect Journals |
| subjects | Brand equity Cellular telephones Consumer behavior Customer experience Mediating effect Mobile domain Perceptions Studies Utilitarian and hedonic benefits of products |
| title | Product attributes and brand equity in the mobile domain: The mediating role of customer experience |
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