The Impact Of Perceived Quality On Brand Equity In Mobile Phone Industry

For over a decade, mobile phones complaint has been the No.1in3.15consumercomplaint ranking list, and the focus is on the quality problems of mobile phones.Meanwhile, the low market share of domestic mobile phone brands reflects that theirbrand equity is in poor situation. Since2009, China’s formal entry into the era of thirdgeneration mobile communication, thus it’s called for more requirements for mobilephones quality. This study was suggested under such background.The paper makes the first empirical analysis on the brand equity model based oncustomer’s cognition in the mobile phone industry, and expands the model’s applicationrange. The paper collects data of brand equity of all mobile phone brands in the domesticmarket by questionnaire survey, and proves that these dimensions of the brand equitymodel based on customer’s cognition is fit for the mobile phone industry, which includesperceived quality, brand association, brand emotion and brand loyalty.The paper discusses the dimensions of the mobile-phone’s perceived quality, whichincludes core function, addition functions, security, reliability, service quality. On thebasis of previous harvest, the paper collects data of perceived quality of all mobile phonebrands in the domestic market by questionnaire survey, and summarizes the dimensionsof the mobile-phone’s perceived quality by factor analysis. Then the paper designsoperating variable, which is more detailed than those used in previous studies.The paper indicates that perceived quality has direct correlativity with brand equityin the mobile phone industry. Especially, it indicates that perceived quality has directcorrelativity with brand emotion in the mobile phone industry. On the basis of dimensionreduction by factor analysis, this paper uses the correlative analysis to proof that there exists the positive relation between the five dimensions of perceived quality and the threedimensions of brand equity in the mobile phone industry. This makes beneficialsupplement to the existing research.