Customer-based brand equity of smartphone in the emerging market

Abstract

The purpose of this paper is to extend a comprehensive dimension of consumer-based brand equity (CBBE) by incorporating the key indicator perceived attribute of innovation, which is derived from innovation diffusion theory. To verify the model, data collected from the smartphone market in Taiwan are divided into two groups in an attempt to further understand brands' predisposition: high CBBE and low CBBE. The findings show that in the evaluation of perceived attribute of innovation, consumers with high CBBE have a greater effect on overall CBBE than those with low CBBE, and for consumers with low CBBE, perceived attribute of innovation plays an antecedent variable to brand association and perceived quality and, in turn, affects overall CBBE. Another significant finding of this study is that the effect of price premium on overall CBBE is significant for consumers with high CBBE but not for consumers with low CBBE.