Title

Building Mobile Brand Equity: The Mediating Roles of Perceived Values

Source of Publication

Journal of Internet Commerce

Abstract

© 2016, Copyright © Taylor & Francis Group, LLC. This research tests the mediational roles of hedonic and utilitarian values consumers receive from using mobile data services (MDS) on the relationship between mobile commerce experience and mobile provider brand equity. A theoretical model was developed based on a review of the existing literature, and a survey was developed to test the model using a sample of 371 students in major universities in Jordan. The structural findings showed that MDS experience positively influence MDS provider image, which positively influenced both utilitarian and hedonic values, the effect being stronger for the utilitarian value. Moreover, both types of perceived values from using the MDS fully mediate the effect of MDS provider image on mobile equity.

Document Type

Article

First Page

376

Last Page

389

Publication Date

10-1-2016

DOI

10.1080/15332861.2016.1237231

Author First name, Last name, Institution

Amjad A. Abu ELSamen, Zayed University

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