Affecting the Brand Equity and Design Quality as antecedent on the Intention to Use Portal Services of Mobile Operators

Maryam Khosravi, Mohammad Aghaei

Abstract


Today, with the development of information technology, access of multitudes of consumers to new technologies such as Smartphone’s has increased and enables them to access a lot of information on the goods and services at any time and place with wireless Internet connection and search in web pages. Among the various companies that provide wireless Internet services, mobile operators have presented and in this field compete. So marketing managers of operators should strive to attract more customers by using marketing principles and encourage them to use more services through enterprise portals. The aim of this study is to explain the effect of brand equity and portal quality on brand performance and intend to use of customer from portal services of mobile networks. The research data was obtained referring to 384 customers of three mobile operators of country means companies of MCI, MTN and RIGHTEL in Tehran using simple random sampling method and using path analysis and LISREL software were analyzed. The results showed that the direct effect of all three variables of brand equity, page design quality and brand performance has been significant on variable of intend to use and generally 35% of the variance in the dependent variable (intend to use) is explained by variables in the model.


Keywords


Brand equity, Design Quality , brand performance, mobile operators, intention to use.

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