Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/25195
Autoria: | Loureiro, S. Lopes, R. |
Editor: | Demetris Drontis, Yaakov Weber and Evangelos Tsoukatos |
Data: | 2015 |
Título próprio: | I want that smartphone! sources of brand equity |
Título do evento: | Innovation, Entrepreneurship and Sustainable Value Chain in a Dynamic Environment |
ISBN: | 978-9963-711-37-6 |
Palavras-chave: | Brand equity Advertising Brand origin Country of manufacture Smartphones |
Resumo: | 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. |
Arbitragem científica: | yes |
Acesso: | Acesso Aberto |
Aparece nas coleções: | BRU-CRI - Comunicações a conferências internacionais |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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conferenceobject_25961.pdf | Versão Aceite | 242,85 kB | Adobe PDF | Ver/Abrir |
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