Mobile phone choice: Technology versus marketing. The brand effect in the Italian market

European Journal of Marketing

Volumn 44, Issue 5, 2010, Pages 610-634

  Petruzzellis, Luca ^a  

^a UNIVERSITY OF BARI   (Italy)

Author keywords

Brands; Consumer behaviour; Italy; Mobile communication systems

Indexed keywords

EID: 77952709570     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561011032298     Document Type: Article

References (165)

1. Aaker, D.A. (1996), Building Strong Brands, Free Press, New York, NY.
2. Aaker, D.A. and Jacobson, R. (2001), "The value relevance of brand attitude in high-technology markets" in Journal of Marketing Research, Vol. 38, No. 4, pp. 485-94.
3. Aaker, J.L. (1997), "Dimensions of brand personality" in Journal of Marketing Research, Vol. 34, No. 3, pp. 347-56.
4. Aaker, J.L. (1999), "The malleable self: the role of self expression in persuasion" in Journal of Marketing Research, Vol. 36, February, pp. 45-57.
5. Addis, M. and Holbrook, M.B. (2002), "On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity" in Journal of Consumer Behaviour, Vol. 1, No. 1, pp. 50-66.
6. Agarwal, R. and Prasad, J. (1999), "Are individual differences germane to the acceptance of new information technologies?" in Decision Science, Vol. 30, No. 2, pp. 361-91.
7. Anfov (2007), Anfov, Roma, Mobile Phones in Italy.
8. Aoki, K. and Downes, E.J. (2003), "An analysis of young people's use of and attitudes toward cell phones" in Telematics and Informatics, Vol. 20, No. 4, pp. 349-64.
9. Babin, B.J., Darden, W.R. and Griffin, M. (1994), "Work and/or fun: measuring hedonic and utilitarian shopping value" in Journal of Consumer Research, Vol. 20, pp. 644-56.
10. Bahmanziari, T., Pearson, J.M. and Crosby, L. (2003), "Is trust important in technology adoption? A policy capturing approach" in The Journal of Computer Information Systems, Vol. 43, No. 4, p. 46.
11. Barnes, J. (2002), "The impact of technology on customer relationships" in Australian Marketing Journal, Vol. 9, No. 1, pp. 21-31.
12. Barnes, S.J. and Scornavacca, E. (2004), "Mobile marketing: the role of permission and acceptance" in International Journal of Mobile Communication, Vol. 2, No. 2, pp. 128-39.
13. Batra, R. and Ahtola, O.T. (1991), "Measuring the hedonic and utilitarian sources of consumer attitudes" in Marketing Letters, Vol. 2, No. 2, pp. 159-70.
14. Bearden, W.O. and Etzel, M.J. (1982), "Reference group influence on product and brand-purchase decisions" in Journal of Consumer Research, Vol. 9, No. 2, pp. 198-211.
15. Berry, C.J. (1994), The Idea of Luxury: A Conceptual and Historical Investigation, Cambridge University Press, New York, NY.
16. Berry, L.L. (2000), "Cultivating service brand equity" in Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 128-37.
17. Bettman, J.R. (1979), An Information Processing Theory of Consumer Choice, Addison Wesley, Reading.
18. Birke, D. and Swann, G.M.P. (2006), "Network effects and the choice of mobile phone operator" in Journal of Evolutionary Economics, Vol. 16, Nos 1/2, pp. 65-84.
19. Botelho, A. and Pinto, L.C. (2004), "The diffusion of cellular phones in Portugal" in Telecommunications Policy, Vol. 28, pp. 427-37.
20. Carroll, J., Howard, S., Peck, J. and Murphy, J. (2002), "A field study of perceptions and use of mobile telephones by 16 to 22 year olds" in Journal of Information Technology Theory and Application, Vol. 4, No. 2, pp. 49-60.
21. Castells, M., Mireia, F., Qiu, J. and Sey, A. (2004), The Mobile Communication Society: Research Report for the International Workshop on Wireless Communication, available at: http://annenberg.usc.edu/international communication/Wireless Workshop/MS.pdf.
22. Chaudhuri, A. and Holbrook, M.B. (2001), "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty" in Journal of Marketing, Vol. 65, April, pp. 81-93.
23. Chernev, A. (2004), "Goal-attribute compatibility in consumer choice" in Journal of Consumer Psychology, Vol. 14, Nos 1-2, pp. 141-50.
24. Chin, W.W. (1998), "The partial least squares approach to structural equation modelling" in Marcoulides, G.A. (Ed.), Modern Methods for Business Research, Lawrence Erlbaum Associates, Mahwah, pp. 295-336.
25. Chitturi, R., Raghunathan, R. and Mahajan, V. (2007), "Form versus function: how the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences" in Journal of Marketing Research, XLIV, November, pp. 702-14.
26. Chitturi, R., Raghunathan, R. and Mahajan, V. (2008), "Delight by design: the role of hedonic versus utilitarian benefits" in Journal of Marketing, Vol. 72, May, pp. 48-63.
27. Chuang, M.C., Chang, C.C. and Hsu, S.H. (2001), "Perceptual factors underlying user preferences toward product form of mobile phones" in International Journal of Industrial Ergonomics, Vol. 27, pp. 247-58.
28. Citrin, A.V., Sprott, D.E., Silverman, S.N. and Stem, D.E. Jr (2000), "Adoption of internet shopping: the role of consumer innovativeness" in Industrial Management & Data Systems, Vol. 100, No. 7, pp. 294-301.
29. Cohen, A. and Lemish, D. (2003), "Real time versus survey measures in research on mobile phone use" in New Media and Society, Vol. 5, No. 2, pp. 167-83.
30. Costabile, M. and Addis, M. (Eds.) (2002), Mobile Communication, Il Sole 24Ore, Milano.
31. Dattèe, B. and Weil, H.B. (2005), "Dynamics of social factors in technological substitutions", Working Paper, No. 4599-05, MIT Sloan School of Management, Cambridge, MA.
32. de Chernatony, L. and Dall'Olmo Riley, F. (1998), "Modelling the components of the brand" in European Journal of Marketing, Vol. 32, Nos 11/12, pp. 1074-90.
33. de Chernatony, L. and McWilliam, G. (1990), "Appreciating brands as assets through using a two dimension model" in International Journal of Advertising, Vol. 9, No. 2, pp. 111-9.
34. Delgado, E. and Munuera, J.L. (2001), "Brand trust in the context of customer loyalty" in European Journal of Marketing, Vol. 35, Nos 11/12, pp. 1238-58.
35. Dhar, R. and Wertenbroch, K. (2000), "Consumer choice between hedonic and utilitarian goods" in Journal of Marketing Research, XXXVII, February, pp. 60-71.
36. Di Gregorio, L. (2003), Psicopatalogia del cellulare. Dipendenza e possesso del telefonino, Franco Angeli, Milano.
37. Doney, P.M. and Cannon, J.P. (1997), "An examination of the nature of trust in buyer-seller relationships" in Journal of Marketing, Vol. 61, No. 2, pp. 36-51.
38. Edell, J.A. and Burke, M.C. (1987), "The power of feelings in understanding advertising effects" in Journal of Consumer Research, Vol. 14, No. 3, pp. 421-33.
39. Elliot, R. (1997), "Existential consumption and irrational desire" in European Journal of Marketing, Vol. 31, No. 3, pp. 285-96.
40. Erdem, T. and Swait, J. (2004), "Brand credibility and its role in brand choice and consideration" in Journal of Consumer Research, Vol. 31, No. 1, pp. 191-9.
41. Erdem, T., Swait, J. and Louviere, J. (2002), "The impact of brand credibility on consumer price sensitivity" in International Journal of Research in Marketing, Vol. 19, No. 1, pp. 1-19.
42. Escalas, J.E. and Bettman, J.R. (2003), "You are what they eat: the influence of reference groups on consumers' connections to brands" in Journal of Consumer Psychology, Vol. 13, No. 3, pp. 339-48.
43. Esposito Vinzi, V., Fahmy, T., Chatelin, Y.-M. and Tenenhaus, M. (2007), "PLS path modeling: some recent methodological developments, a software integrated in XLSTAT and its application to customer satisfaction studies", Proceedings of the Academy of Marketing Science Conference "Marketing Theory and Practice in an Inter-functional World", Verona, Italy, 11-14 July.
44. Falk, R.F. and Miller, N.B. (1992), A Primer for Soft Modeling, The University of Akron Press, Akron, OH.
45. Featherstone, M. (1991), Consumer Culture & Postmodernism, Sage, London.
46. Fischer, C. (1992), American Calling: A Social History of the Telephone to 1940, University of California Press, Berkeley, CA.
47. Fornell, C. and Cha, J. (1994), "Partial least squares" Bagozzi, R.P. (Ed.), Advanced Methods of Marketing Research, Basil Blackwell, Oxford.
48. Fortunati, L. (2002), "Italy: stereotypes, true and false" in Katz, J.E. and Aakhus, M.A. (Eds.), Perpetual Contact. Mobile Communication, Private Talk, Public Performance, Cambridge University Press, Cambridge, pp. 42-62.
49. Fournier, S. (1995), "The brand-as-relationship partner: an alternative view of brand personality" in Advances in Consumer Research, Vol. 22, pp. 391-5.
50. Fournier, S. (1998), "Consumers and their brands: developing relationship theory in consumer research" in Journal of Consumer Research, Vol. 24, No. 4, pp. 343-73.
51. Gabriel, Y. and Lang, T. (1995), The Unmanageable Consumer. Contemporary Consumption and its Fragmentations, Sage, London.
52. Gatignon, H. and Robertson, T.S. (1985), "A propositional inventory for new diffusion research" in Journal of Consumer Research, Vol. 11, pp. 849-67.
53. Gatignon, H. and Robertson, T.S. (1991), "Innovative decision processes" in Robertson, T.S. and Kassarjian, H.H. (Eds.), Handbook of Consumer Behavior, Prentice-Hall, Englewood Cliffs, NJ, pp. 316-48.
54. Gilbert, F.W. and Warren, W.E. (1995), "Psychographic constructs and demographic segments" in Psychology & Marketing, Vol. 12, No. 3, pp. 223-37.
55. Goldsmith, R. and Hofacker, C. (1991), "Measuring consumer innovativeness" in Journal of the Academy of Marketing Science, Vol. 19, No. 3, pp. 209-21.
56. Goldsmith, R.E., Freiden, J.B. and Eastman, J.K. (1995), "The generality/specificity issue in consumer innovativeness research" in Technovation, Vol. 15, No. 10, pp. 601-13.
57. Grønhaug, K. and Venkatesh, A. (1991), "Needs and need recognition in organisational buying" in European Journal of Marketing, Vol. 25, No. 2, pp. 17-32.
58. Gruber, H. and Verboven, F. (2001), "The evolution of markets under entry and standards regulation -the case of global mobile telecommunications" in International Journal of Industrial Organization, Vol. 19, No. 7, pp. 1189-213.
59. Ha, Y. and Stoel, L. (2004), "Internet apparel shopping behaviors: the influence of general innovativeness" in International Journal of Retail & Distribution Management, Vol. 32, No. 8, pp. 377-85.
60. Hamann, D., Williams, R.L. Jr and Maktoba, O. (2007), "Branding strategy and consumer high-technology product" in Journal of Product & Brand Management, Vol. 16, No. 2, pp. 98-111.
61. Han, S., Gupta, S. and Lehmann, D.R. (2001), "Consumer price sensitivity and price thresholds" in Journal of Retailing, Vol. 77, No. 4, pp. 435-56.
62. Hassenzahl, M. (2000), "Prioritising usability problems: data-driven and judgement-driven severity estimates" in Behaviour & Information Technology, Vol. 19, pp. 29-42.
63. Hassenzahl, M. (2002), "The effect of perceived hedonic quality on product appealingness" in International Journal of Human-Computer Interaction, Vol. 13, pp. 479-97.
64. Hirschman, E.C. and Holbrook, M.B. (1982), "Hedonic consumption: emerging concepts, methods and propositions" in Journal of Marketing, Vol. 46, No. 3, pp. 92-101.
65. Hoeffler, S. and Keller, K. (2003), "The marketing advantages of strong brands" in Journal of Brand Management, Vol. 10, No. 6, pp. 421-45.
66. Holbrook, B.M. (1999), Consumer Value: A Framework for Analysis and Research, Routledge, New York, NY.
67. Holbrook, M.B. and Hirschman, E.C. (1982), "The experiential aspects of consumption: Consumer fantasies, feelings, and fun" in Journal of Consumer Research, Vol. 2, No. 9, pp. 132-49.
68. Holt, D. (2004), How Brands Become Icons, Harvard Business School Publishing, Boston, MA.
69. Holt, D.B. (1997), "Poststructuralist lifestyle analysis: conceptualizing the social patterning of consumption in postmodernity" in Journal of Consumer Research, Vol. 23, No. 4, pp. 326-50.
70. Jiang, P. (2004), "The role of brand name in customization decisions: a search vs experience perspective" in Journal of Product & Brand Management, Vol. 13, No. 2, pp. 73-83.
71. Jordan, P. (2000), Designing Pleasurable Products: An Introduction to the New Human Factors, Taylor & Francis, London.
72. Kasesniemi, E.-L. and Rautianinen, P. (2002), "Mobile culture of children and teenagers in Finland" in Katz, J.E. and Aakhus, M. (Eds.), Perpetual Contact: Mobile Communication, Private Talk, Public Performance, Cambridge University Press, Cambridge, pp. 170-92.
73. Katriel, T. (1999), "Rethinking the terms of social interaction" in Research on Language and Social Interaction, Vol. 32, Nos 1/2, pp. 95-101.
74. Katz, J.E. and Aakhus, M. (Eds.) (2002), Perpetual Contact: Mobile Communication, Private Talk, Public Performance, Cambridge University Press, Cambridge.
75. Kay, M.J. (2006), "Strong brands and corporate brands" in European Journal of Marketing, Vol. 40, Nos 7/8, pp. 742-60.
76. Keller, K.L. (1993), "Conceptualising, measuring and managing customer-based brand equity" in Journal of Marketing, Vol. 57, No. 1, pp. 1-22.
77. Keller, K.L. (1998), Strategic Brand Management, Prentice-Hall, Upper Saddle River, NJ.
78. Kelly, R.F. (1987), "Culture as commodity: the marketing of cultural objects and cultural experiences" in Advances in Consumer Research, Vol. 14, No. 1, pp. 347-51.
79. Kivetz, R. and Simonson, I. (2002), "Earning the right to indulge: effort as a determinant of customer preferences toward frequency program rewards" in Journal of Marketing Research, Vol. 39, May, pp. 155-70.
80. Lassar, W., Mittal, B. and Sharma, A. (1995), "Measuring customer-based brand equity" in Journal of Consumer Marketing, Vol. 12, No. 4, pp. 11-19.
81. Lavie, T. and Tractinsky, N. (2004), "Assessing dimensions of perceived visual aesthetics of web sites" in International Journal of Human-Computer Studies, Vol. 60, pp. 269-98.
82. Leung, L. (1998), "Lifestyles and the use of new media technology in urban China" in Telecommunications Policy, Vol. 22, No. 9, pp. 781-90.
83. Leung, L. and Wei, R. (2000), "More than just talk on the move uses and gratifications of the cellular phone" in Journalism and Mass Communication Quarterly, Vol. 77, No. 2, pp. 308-20.
84. Levinson, P. (2004), Cellphone: The Story of the World's Most Mobile Medium and How It Has Transformed Everything!, Palgrave Macmillan, New York, NY.
85. Lim, E.A.C. and Ang, S.H. (2008), "Hedonic vs. utilitarian consumption: a cross-cultural perspective based on cultural conditioning" in Journal of Business Research, Vol. 61, pp. 225-32.
86. Lim, K. and O'Cass, A. (2001), "Consumer brand classifications: an assessment of culture-of-origin versus country-of-origin" in Journal of Product & Brand Management, Vol. 10, No. 2, pp. 120-36.
87. Ling, R. (2004), The Mobile Connection: The Cell Phone's Impact on Society, Morgan Kaufmann Publishers, San Francisco, CA.
88. Lohmoller, J.B. (1989), Latent Variable Modeling with Partial Least Squares, Physica-Verlag, Heidelberg.
89. Malhotra, N.K. and Birks, D.F. (2000), Marketing Research: An Applied Approach, Prentice-Hall, Harlow.
90. Mano, H. and Oliver, R.L. (1993), "Assessing the dimensionality and structure of consumption experience: evaluation, feeling, and satisfaction" in Journal of Consumer Research, Vol. 20, December, pp. 451-66.
91. Massoud, S. and Gupta, O.K. (2003), "Consumer perception and attitude toward mobile communication" in International Journal of Mobile Communications, Vol. 1, No. 4, pp. 390-408.
92. Mazzoni, C. (Ed.) (2006), Scelte di consumo e reti del valore nella comunicazione mobile, Carocci, Roma.
93. Mazzoni, C., Castaldi, L. and Addeo, F. (2007), "Consumer behavior in the Italian mobile telecommunication market" in Telecommunications Policy, Vol. 31, pp. 632-47.
94. Mehta, N. (2007), "Investigating consumers' purchase incidence and brand choice decisions across multiple product categories: a theoretical and empirical analysis" in Marketing Science, Vol. 26, No. 2, pp. 196-217.
95. Michaelidou, N. and Dibb, S. (2008), "Consumer involvement: a new perspective" in Marketing Review, Vol. 8, No. 1, pp. 83-99.
96. Mick, D.G. and Fournier, S. (1998), "Paradoxes of technology: consumer cognizance, emotions, and coping strategies" in Journal of Consumer Research, Vol. 25, pp. 123-43.
97. Moore, G. (2002), Crossing the Chasm, Harper Business Press, New York, NY.
98. Moye, L.N. and Kincade, D.H. (2002), "Influence of usage situations and consumer shopping orientations on the importance of the retail store environment" in International Review of Retail, Distribution & Consumer Research, Vol. 12, No. 1, pp. 59-79.
99. Munir, K. and Philips, N. (2002), "The concept of industry and the case of radical technological change" in The Journal of High Technology Management Research, Vol. 13, pp. 279-97.
100. Muniz, A.M. and O'Guinn, T. (2001), "Brand community" in Journal of Consumer Research, Vol. 27, March, pp. 412-32.
101. Munnukka, J. (2005), "Dynamics of price sensitivity among mobile service customers" in Journal of Product & Brand Management, Vol. 14, No. 1, pp. 65-73.
102. Nah, F.F-H., Zhao, F. and Zhu, W. (2003), "Factors influencing users' adoption of mobile computing" in Mariga, J. (Ed.), Managing E-commerce and Mobile Computing Technologies Book, Idea Group Inc, Hershey, PA, pp. 260-71.
103. Norman, D.A. (2004), Emotional Design: Why We Love (or Hate) Everyday Things, Basic Books, New York, NY.
104. Nysveen, H., Pedersen, P.E. and Thorbjornsen, H. (2005), "Intentions to use mobile services: antecedents and cross-service comparisons" in Journal of the Academy of Marketing Science, Vol. 33, No. 3, pp. 330-46.
105. Okada, E.M. (2005), "Justification effects on consumer choice of hedonic and utilitarian goods" in Journal of Marketing Research, Vol. XLII, February, pp. 43-53.
106. O'Shaughnessy, J. and O'Shaughnessy, N.J. (2002), "Marketing, the consumer society and hedonism" in European Journal of Marketing, Vol. 36, Nos 5/6, pp. 524-47.
107. Padgett, D. and Allen, D. (1997), "Communicating experiences: a narrative approach to creating service brand image" in Journal of Advertising, Vol. 26, No. 4, pp. 49-62.
108. Park, J.K. and Yang, S. (2006), "The moderating role of consumer trust and experiences: value driven usage of mobile technology" in International Journal of Mobile Marketing, Vol. 1, No. 2, pp. 24-32.
109. Plummer, J.T. (1984), "How personality makes a difference" in Journal of Advertising Research, Vol. 24, No. 6, pp. 27-31.
110. Pratesi, C.A. (1996), Il marketing dei servizi ad alta tecnologia, Sperling & Kupfer, Milano.
111. Prelec, D. and Loewenstein, G. (1998), "The red and the black: mental accounting of savings and debt" in Marketing Science, Vol. 17, No. 1, pp. 4-28.
112. Rakow, I.F. and Navarro, V. (1993), "Remote mothering and the parallel shift: women meet the cellular telephone" in Critical Studies in Mass Communication, Vol. 10, pp. 144-57.
113. Rakow, L. (1988), "Women and the telephone: the gendering of a communications technology" in Kramarae, C. (Ed.), Technology and Women's Voices, Routledge & Kegan, New York, NY, pp. 207-28.
114. Reddy, A. (1997), The Emerging Hi-tech Consumer, Quorum Books, Westport, CT.
115. Rice, R.E. and Katz, J.E. (2003), "Comparing internet and mobile phone usage: digital divides of usage, adoption, and dropouts" in Telecommunications Policy, Vol. 27, pp. 597-623.
116. Riezebos, R., Kist, B. and Kootstra, G. (2003), Brand Management. A Theoretical and Practical Approach, Pearson Education, Harlow.
117. Rogers, E.M. (1995), Diffusion of Innovations, The Free Press, New York, NY.
118. Rogers, E.M. (2003), Diffusion of Innovations, 5th ed., The Free Press, New York, NY.
119. Rohlfs, J.H. (2001), Bandwagon Effects in High Technology Industries, MIT Press, Cambridge, MA.
120. Romero de la Fuente, J., Yagüe Guillén, M.J. (2008), "Re-incorporating usage situation in choice models: a base for future developments" in Journal of Marketing Management, Vol. 24, Nos 3/4, pp. 245-63.
121. Schilling, M. (2003), "Technological leapfrogging: lessons from the US videogame console industry" in California Management Review, Vol. 45, No. 3, pp. 6-32.
122. Schmitt, B.H. (1999), Experiential Marketing, The Free Press, New York, NY.
123. Schoenfelder, J. and Harris, P. (2004), "High-tech corporate branding: lessons for market research in the next decade" in Qualitative Market Research: An International Journal, Vol. 7, No. 2, pp. 91-9.
124. Shankar, V., Smith, A.K. and Rangaswamy, A. (2003), "Customer satisfaction and loyalty in online and offline environments" in International Journal of Research in Marketing, Vol. 20, No. 2, pp. 153-76.
125. Sigala, M. (2006), "Mass customisation implementation models and customer value in mobile phones services: preliminary findings from Greece" in Managing Service Quality, Vol. 16, No. 4, pp. 395-420.
126. Siguaw, A.M., Matilla, A. and Austin, J.R. (1999), "The brand personality scale: an application for restaurants" in Cornell Hotel and Restaurant Administrative Quarterly, Vol. 40, pp. 48-55.
127. Sirgy, M.J. (1982), "Self-concept in consumer behaviour: a critical review" in Journal of Consumer Research, Vol. 9, No. 3, pp. 287-300.
128. Sirgy, M.J., Grewal, D., Mangleburg, T.F., Park, J., Chon, K., Claiborne, C.B., Johar, J.S. and Berkman, H. (1997), "Assessing the predictive validity of two methods of measuring self-image congruence" in Journal of the Academy of Marketing Science, Vol. 25, No. 3, pp. 229-41.
129. Skog, B. (2002), "Mobiles and Norwegian teens: identity, gender, and class" in Katz, J.E. and Aakhus, M. (Eds.), Perpetual Contact: Mobile Communication, Private Talk, Public Performance, Cambridge University Press, Cambridge, pp. 255-73.
130. Sorce, P., Perotti, V. and Widrick, S. (2005), "Attitude and age differences in online buying" in International Journal of Retail & Distribution Management, Vol. 33, No. 2, pp. 122-32.
131. Spangenberg, E.R., Voss, K.E. and Crowley, A.E. (1997), "Measuring the hedonic and utilitarian dimensions of attitudes: a generally applicable scale" in Advances in Consumer Research, Vol. 24, pp. 235-41.
132. Strahilevitz, M. and Myers, J.G. (1998), "Donations to charity as purchase incentives: how well they work may depend on what you are trying to sell" in Journal of Consumer Research, Vol. 24, No. 4, pp. 434-46.
133. Sudman, S. (1980), "Improving the quality of shopping center sampling" in Journal of Marketing Research, Vol. 17, No. 4, pp. 423-31.
134. Swift, R.W. (1997), "Science drives creativity: a methodology for quantifying perceptions" in Design Management Journal, Spring, pp. 66-71.
135. Temporal, P. and Lee, K.C. (2001), Hi-Tech Hi-Touch Branding: Creating Brand Power in the Age of Technology, John Wiley & Sons, New York, NY.
136. Thompson, C.J. (1994), "Unfulfilled promises and personal confessions: a post positivist inquiry into the idealized and experienced meanings of consumer technology" in Advances in Consumer Research, pp. 104-8.
137. Tractinsky, N., Katz, A.S. and Ikar, D. (2000), "What is beautiful is usable" in Interacting with Computers, Vol. 13, pp. 127-45.
138. Tumbull, P.W., Leek, S. and Ying, G. (2000), "Customer confusion: the mobile phone market" in Journal of Marketing Management, Vol. 16, pp. 143-63.
139. Tybout, A.M. and Hauser, R.J. (1981), "A marketing audit using a conceptual model of consumer behaviour" in Journal of Marketing, Vol. 45, Summer, pp. 82-101.
140. Valdani, E. and Pagani, M. (2004), "Le nuove dinamiche competitive nel settore di telefonia mobile di terza generazione: le strategie dei player in Italia" in Mercati e Competitivita, Vol. 0, pp. 67-88.
141. van Osselaer, S.M.J. and Alba, J.W. (2000), "Consumer learning and brand equity" in Journal of Consumer Research, Vol. 27, pp. 1-16.
142. Verma, H.V. (2007), "Branding: context, content and consequences" in Journal of Management Research, Vol. 7, No. 1, pp. 27-39.
143. Veryzer, R.W. and Hutchinson, W.J. (1998), "The influence of unity and prototypicality on aesthetic responses to new product designs" in Journal of Consumer Research, Vol. 24, No. 4, pp. 374-94.
144. Vijayasarathy, L.R. and Jones, J.M. (2000), "Intentions to shop using internet catalogues: exploring the effects of product types, shopping orientations, and attitudes towards computers" in Electronic Markets, Vol. 10, No. 1, pp. 29-38.
145. Voss, K.E., Spangenberg, E.R. and Grohman, B. (2003), "Measuring the hedonic and utilitarian dimensions of consumer attitude" in Journal of Marketing Research, Vol. 40, August, pp. 310-20.
146. Ward, S., Light, L. and Goldstine, J. (1999), "What high-tech managers need to know about brands" in Harvard Business Review, Vol. 77, July/August, pp. 85-95.
147. Watson, R.T., Leyland, F.P., Berthon, P. and George, M.Z. (2002), "U-commerce: expanding the universe of marketing" in Journal of the Academy of Marketing Science, Vol. 30, No. 4, pp. 333-47.
148. Wei, R. and Leung, L. (1999), "Blurring public and private behaviors in public space: policy challenges in the use and improper use of the cell phone" in Telematics and Informatics, Vol. 16, Nos 1-2, pp. 11-26.
149. Weil, H.B. and Stoughton, M.D. (1996), "Commoditization of technology-based product and service: a generic model of market dynamics", working paper, MIT Sloan School of Management, Cambridge, MA.
150. Wilska, T.A. (2003), "Mobile phone use as a part of young people's consumption styles" in Journal of Consumer Policy, Vol. 26, pp. 441-63.
151. Woo, K.-S. and Fock, H.K-Y. (1999), "Customer satisfaction in the Hong Kong mobile phone industry" in The Service Industries Journal, Vol. 19, No. 3, pp. 162-74.
152. Woodruffe, B.H., Eccles, S. and Elliott, R. (2002), "Towards a theory of shopping: a holistic framework" in Journal of Consumer Behaviour, Vol. 1, No. 3, pp. 256-66.
153. Xue, F. (2008), "The moderating effects of product involvement on situational brand choice" in Journal of Consumer Marketing, Vol. 25, No. 2, pp. 85-94.
154. Yoo, B. and Donthu, N. (2001), "Developing and validating a multidimensional consumer-based brand equity scale" in Journal of Business Research, Vol. 52, No. 1, pp. 1-14.
155. Zajas, J. and Crowley, E. (1995), "Commentary: brand emergence in the marketing of computers and high technology products" in Journal of Product & Brand Management, Vol. 4, No. 1, pp. 56-63.
156. Zambuni, R. (1997), "Hi-tech brands at the crossroad" in Journal of Brand Management, Vol. 15, No. 7, pp. 4-7.
157. Zinkhan, G.M. and Hong, J.W. (1991), "Self concept and advertising effectiveness: a conceptual model of congruency, conspicuousness, and response mode" in Advances in Consumer Research, Vol. 18, No. 1, pp. 348-54.
158. Alexander, A. and Nicholls, A. (2006), "Rediscovering consumer-producer involvement - a network perspective on fair trade marketing" in European Journal of Marketing, Vol. 40, Nos 11/12, pp. 1236-53.
159. Christodoulides, G., de Chernatony, L., Furrer, O., Shiu, E. and Abimbola, T. (2006), "Conceptualising and measuring the equity of online brands" in Journal of Marketing Management, Vol. 22, pp. 799-825.
160. Crowley, A.E., Spangenberg, E.R. and Hughes, K.R. (1992), "Measuring the hedonic and utilitarian dimensions of attitudes toward product category" in Marketing Letters, Vol. 3, No. 3, pp. 239-49.
161. Erdem, T. and Swait, J. (1998), "Brand equity as signaling phenomenon" in Journal of Consumer Psychology, Vol. 7, No. 2, pp. 131-57.
162. Hartman, J.B., Shim, S., Barber, B. and O'Brien, M. (2006), "Adolescents' utilitarian and hedonic web-consumption behavior: hierarchical influence of personal values and innovativeness" in Psychology & Marketing, Vol. 23, No. 10, pp. 813-39.
163. Keller, K.L. (2001), "Building customer-based brand equity" in Marketing Management, Vol. 10, No. 2, pp. 14-19.
164. Lemish, D. and Cohen, A. (2003), "On the gender nature of mobile phone culture in Israel" in Sex Roles, Vol. 52, Nos 7/8, pp. 511-21.
165. Moisio, R.J. (2003), "Negative consequences of mobile phone consumption: everyday irritations, anxieties and ambiguities in the experiences of Finnish mobile phone consumers" in Advances in Consumer Research, Vol. 30, pp. 340-5.