Investigating determinants of brand equity in mobile commerce

Abstract

According to the recent development of mobile computing and the proliferation of mobile devices, mobile commerce (m-commerce) has become an important part of today's businesses. One of the main challenges of m-commerce success is the management of brand and brand equity which is rarely explored in previous studies. Therefore, the main objective of the study is to explore the determinants of brand equity in m-commerce via a mixed method. In the first step, literature review and focus group method were used to identify effective factors of brand equity in m-commerce. In the second step, to evaluate the extracted factors from customers' viewpoints, a survey method has been used. Finally, in the third step, FAHP method was applied to prioritise the factors and their related measures. The findings show that among the seven factors of brand equity in m-commerce, ease of use and information/content quality has the highest priority in branding.