The effects of mobile marketing on consumer perception of brand equity | |
| Author | Phumisak Smutkupt |
| Call Number | AIT Diss. no.SM-11-08 |
| Subject(s) | Brand name products Communication in marketing Telemarketing |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy |
| Publisher | Asian Institute of Technology |
| Series Statement | Dissertation ; no. SM-11-08 |
| Abstract | Over the past few years, mobile marketing has opened up new opportunities for firms to communicate and engage directly with their target audience in a more effective way. However, there has been some skepticism concerning the true potential of this innovative tool. Given that the mobile phone is a very personal item, using it as a regular marketing communication channel can easily irritate customers and violate their privacy, which could further result in negative attitudes and feelings toward a brand. This study, therefore, aims to examine the effects of mobile marketing on consumer perceptions of brand equity as well as to determine the significance of permission in improving the impact of mobile marketing on branding. A well-known conceptual framework of brand equity proposed by Aaker (1991) and Yoo et al . (2000) was used as the basis for the conceptual model of the study. A real experiment using real text-based ads from a real brand (Au Bon Pain) conducted on 400 actual consumers was used as the main research methodology. The experiment was based on a 4 × 2 factorial design, with four levels of mobile marketing message types (personalization, interactivity, general, and no message control), and two levels of permission (with and without permission). Participants were first split into two groups on the basis of their willingness to receive messages. They were then randomly assigned into one of the four conditions where they were exposed to one of the four message types. Based on the telephone survey, findings reveal that mobile marketing has a significant positive impact on brand awareness and perceived quality. Specifically, personalized, interactive, and general message s are effective for building brand awareness, and general and personalized messages positively influence perceived quality. This confirms the brand equity conceptual framework postulating that any marketing activities influence dimensions of brand equity. The study also reveals that with the right choice of message type, explicit permission enhances the effects of mobile marketing on brand association. This study also contributes to the practical us e of mobile marketing, as conclusions suggest that marketers should focus primarily on using text messaging as reminders, updates, or confirmations, rather than for comprehensive marketing campaigns. Although permission has limited impact on brand equity development, it should always be taken into account when marketers design mobile campaigns. Permission-based campaigns should focus on using personalized information, offering services to maintain relationships with customers, and for showing gratitude to their customers for their ongoing support and loyalty. |
| Year | 2011 |
| Corresponding Series Added Entry | Asian Institute of Technology. Dissertation ; no. SM-11-08 |
| Type | Dissertation |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Donyaprueth Krarit;Donyaprueth Krarit; |
| Examination Committee(s) | Tang, John C.S. ;Do Ba Khang ;Vatcharaporn Esichaikul; |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2011 |