Impact of smartphone

Impact of smartphone

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.

Conclusion

The purpose of this study was to find the effect of brand experience on the brand equity with the mediating role of hedonic emotions, utilitarian emotions and brand personality.

The findings of this paper show that generation Y students use the smart-phone because of hedonic purposes of social networking, lifestyle and entertainment.

The most favorite brand of smart-phone for social networking, lifestyle, entertainment and educational purpose is Samsung, which is used by students of generation Y for fulfilling the hedonic purpose.

Huawei is also getting popularity in the market of smart-phone among students. Students mostly buy the smartphone which they feel is congruent with their personality.

The smartphone brand usage experience effect hedonic and utilitarian emotions of the users and these positive emotions help in building long term user brand relation.

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Impact of smartphone