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

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

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.

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  • Sheng, Margaret L. & Teo, Thompson S.H., 2012. "Product attributes and brand equity in the mobile domain: The mediating role of customer experience," International Journal of Information Management, Elsevier, vol. 32(2), pages 139-146.
    • Handle: RePEc:eee:ininma:v:32:y:2012:i:2:p:139-146
    DOI: 10.1016/j.ijinfomgt.2011.11.017
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    References listed on IDEAS

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    3. Zhaohua Deng & Guorui Fan & Zihao Deng & Bin Wang, 2024. "Why Doctors Participate in Teams of Online Health Communities? A Social Identity and Brand Resource Perspective," Information Systems Frontiers, Springer, vol. 26(5), pages 1915-1941, October.
    4. Shahzad Khalil & Mirza Ameen ul Haq, 2022. "Enhancing Retail Brand Equity through Consumption Value: The Mediating Effect of Brand Experience," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 4(1), pages 114-126, March.
    5. Banik, Shanta & Gao, Yongqiang, 2023. "Exploring the hedonic factors affecting customer experiences in phygital retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    6. Supeng Zheng & Haifen Lin & Mohsin Shahzad & Lingwen Kong, 2025. "Crafting lasting bonds: unveiling the impact of brand experience on enhancing elderly consumer-based brand equity in the thriving Chinese digital phone market," Journal of Brand Management, Palgrave Macmillan, vol. 32(1), pages 17-33, January.
    7. Yang, Bai & Liu, Ying & Liang, Yan & Tang, Min, 2019. "Exploiting user experience from online customer reviews for product design," International Journal of Information Management, Elsevier, vol. 46(C), pages 173-186.

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