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The halo effect of smartphone brands : smartphone’s brand equity influence on the user experience of third-party smartphone applications

Ebbing, Jordi (2017) The halo effect of smartphone brands : smartphone’s brand equity influence on the user experience of third-party smartphone applications.

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Abstract:User experience (UX) has become increasingly important in the smartphone ecosystem and there are smartphone companies that have a reputation for having excellent UX. Yet, it is unclear if this reputation extends to third-party applications. This study aims to investigate if smartphone brand equity extends to smartphone application’s UX by determining the influence of a brand’s usability equity and desirability on the expected and perceived UX of smartphone applications. Participants of an online experiment were exposed to an application which was running standalone or on one of three different smartphone brands. After the exposure, they were asked to judge the application’s UX as well as assign blame for mistakes made in the observed interaction with the interface. Usability equity showed a substantial amount of significant correlations and linear regressions, brand desirability did not. Usability equity correlates with both perceived UX and mistake attribution but only mistake attribution shows significant linear regressions. When split by group only Samsung shows significant correlations and linear regressions. These results suggest that smartphone brand equity marginally influences UX of third-party applications in certain cases. Brand equity mainly influences the attribution of mistakes and the extent to which smartphone brand equity influences the UX of third-party applications differs between brands.
Item Type:Essay (Master)
Clients:
Unknown organization, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/71834
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