Impact of smartphone brand experience on brand equity: With mediation effect of hedonic emotions, utilitarian emotions and brand personality

Abstract

Purpose

The purpose of this study is to find the influence of brand experience on brand equity with the mediation of hedonic emotions, utilitarian emotions and brand personality among the smartphone users in Pakistan.

Design/methodology/approach

The survey based on empirical method was used to administrate the questionnaire. The data were collected from a millennial generation in Sargodha city. Skewness, Kurtosis’s, correlation and regression techniques were used to analyze data.

Findings

The finding of this study shows that the hedonic emotions, utilitarian emotions and brand personality mediate the relation between brand experience and brand equity. The study will help brand managers and academia in understanding the hedonic and utilitarian emotional pattern, and the congruence between the personality and smartphone brand users and behavior pattern of young users.

Research limitations/implications

Research support the argument that promoting emotional aspects is significant for the sustainability of brand equity of the smart-phone brands. Segments other than young consumers would be more interesting to study.

Practical implications

This paper provides implications for smart phone marketers on smart phone consumption behavior. Marketing managers must link products attributes to the personality of the user and promote them that will emotionally attach users to the product.

Originality/value

This paper presents key findings on smart phone buying experience using utilitarian value approach followed by hedonic consumption approach and found to be significant predicators.

Citation

Shahzad, M.F., Bilal, M., Xiao, J. and Yousaf, T. (2019), "Impact of smartphone brand experience on brand equity: With mediation effect of hedonic emotions, utilitarian emotions and brand personality", Journal of Islamic Marketing, Vol. 10 No. 2, pp. 440-464. https://doi.org/10.1108/JIMA-04-2017-0045