Author/Authors
şahin, azize istanbul üniversitesi - işletme fakültesi, Turkey
Title Of Article
RELATIONS BETWEEN TECHNOLOGICAL LEADERSHIP, CUSTOMIZATION, BRAND AWARENESS AND BRAND EQUITY
شماره ركورد
45442
Abstract
The aim of this research is to examine the multiple relationships between technological leadership, brand awareness, brand equity and customization. This research investigated a moderated mediation model for answering how technological leadership influences brand equity, and how customization is contingent upon it by enhancing brand awareness. Data were collected from mobile communication services users (N=1659). Empirical results demonstrate that brand awareness mediates the link between technological leadership and brand equity, and customization enhances brand equity by strengthening the effect of technological leadership on brand awareness. This research contributes to brand management literature by describing moderated mediation mechanism through which technological leadership affects brand equity, and guides practitioners by emphasizing that mobile communication services brands with greater technological leadership perform better when their brand awareness is reinforced by customization.
From Page
611
NaturalLanguageKeyword
Technological Leadership , Customization , Brand Awareness , Brand Equity
JournalTitle
Abant Sosyal Bilimler Dergisi
To Page
631
JournalTitle
Abant Sosyal Bilimler Dergisi
Link To Document