1.

Spring 2014
Smart Phone Purchasing Habits among the
University of New Hampshire Students
Alexa LoMonaco
LoMonaco, Alexa, "Smart Phone Purchasing Habits among the University of New
Hampshire Students" (2014). Honors Theses. Paper
166.
The purpose of this research study is to find out what is most important to the students of UNH
when buying their smart phones. Through analysis of the data obtained from the survey, a
positioning and segmentation study will be done. Descriptive has collected to segment the
market and to show how students are using their phones and which brands students are already
using. To collect data on the way that UNH students are using smart phones, questions have
designed to gain information on how comfortable students are with smart phones and the
functions they perform with the device. They have asked to indicate their level of agreement with
six statements regarding their smart phone on a five point scale ranging from strongly disagree to
strongly agree. The result shows that students placed the more importance on the operating
system, design of smart phone and durability of smart phone attributes. They did not value the
app store, smart phone brand, or battery life attributes.

2. Factors influencing mobile services adoption: a brand-equity perspective

Wei-Tsong Wang et al. (2010) Internet Research Vol. 22 No. 2, 2012
pp. 142-179
The purpose of this study is to develop and validate empirically a research model that depicts the
relationships between the identified key value proposition attributes of mobile value-added
services and the core factors of brand equity. Survey data collected from 497 mobile value-added
service consumers were examined using structural equation modeling to validate the research
model. The results indicate that the mobile service attributes of personalization, identifiability,
and perceived enjoyment have significant positive influences on the key brand equity factors,
including brand loyalty, perceived quality, brand awareness, and brand associations. Additionally,
the results confirm the significance of all four of the brand equity factors in interpreting
consumer purchase intention in the context of mobile value-added service consumption.

3. Text message advertising: Response rates and branding effects

Journal of Targeting, Measurement and Analysis for Marketing Vol. 13, 4, 304312
The objective of this research was to examine consumer response to SMS advertising, including
branding and purchase intention effects. The development of internet-based mobile electronic
commerce (Mcommerce) has been slow, but commercial applications for text messages have
developed rapidly. This paper explores the role of SMS or text message advertising. Although
SMS advertising is strictly a form of telemarketing, it shares features with e-mail marketing and
mcommerce. The research amalgamated data from separate research surveys that were originally
undertaken to evaluate the effectiveness of 26 different SMS advertising campaigns.
Acceptability, interest and relevance Overall, 44 per cent of respondents found receiving
campaigns on their mobile phones very or fairly acceptable, with only 21 per cent finding it
fairly or very unacceptable. Acceptability was inversely related to respondents age (younger
people have more favorable views; Chi-square, p_0.01),

4. Assessing the validity of brand equity constructs

Yoo, B., Donthu, N., Lee, S., 2000.et al ,An examination of selected marketing mix
Elements and brand equity. Journal of the Academy of Marketing Science 28 (2),
195211.
The purpose of this paper is to test both the internal and external validity of the Erdem and Swait
(1998) brand equity Framework using two measurement modelling approaches, namely the
relatively new Best-Worst scaling (BWS) method (Finn and Louviere, 1992; Marley and
Louviere, 2005) and the more traditional confirmatory Factor analysis (CFA) method. Data were
collected from the Australian banking and mobile services Sectors.
5. Green branding effects on attitude: functional versus emotional positioning strategies
Kassarjian, 1971 Incorporating ecology into marketing strategy: the case of air pollution,
Journal of Marketing, Vol. 35, July, pp. 61-5.
The purpose of this Proposes a set of strategic options for green brand positioning based either
on functional brand attributes or on emotional benefits. The aim of the study is to test the
suggested green positioning strategies against one another, assessing their effect on perceived
brand positioning and brand attitude. A theoretical model of the dimensionality and attitudinal
effects of green brand positioning was developed. Both suggested alternatives to green brand
positioning, along with a combined functional and emotional strategy, were tested in an
experimental online
Setting. The hypothesized model was tested in the scope of exploratory factor analysis and
structural equation modelling. Results indicate an overall positive influence of green brand
positioning on brand attitude.