Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/25195
Author(s): | Loureiro, S. Lopes, R. |
Editor: | Demetris Drontis, Yaakov Weber and Evangelos Tsoukatos |
Date: | 2015 |
Title: | I want that smartphone! sources of brand equity |
Event title: | Innovation, Entrepreneurship and Sustainable Value Chain in a Dynamic Environment |
ISBN: | 978-9963-711-37-6 |
Keywords: | Brand equity Advertising Brand origin Country of manufacture Smartphones |
Abstract: | This research aims (i) to explore the influence of an individual’s attitude towards advertising, brand origin and country of manufacture on brand equity creation; and (ii) to analyse brand typicality as moderating the effect of brand origin macro image on perceived quality. A conceptual model is proposed and applied to a sample of 305 Portuguese consumers of Smartphones. The proposed model was tested considering Apple, Nokia and Samsung. The results show that individuals' attitudes towards advertisements has a positive impact on brand equity creation, whereas country of manufacture does not influence significantly and brand origin has only a partial influence. Brand typicality exerts a significant direct effect on brand equity dimensions but does not have a significant moderating effect. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-CRI - Comunicações a conferências internacionais |
Files in This Item:
File | Description | Size | Format | |
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conferenceobject_25961.pdf | Versão Aceite | 242,85 kB | Adobe PDF | View/Open |
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