Title: Linking consumers' perceptions on technology innovation and brand to repurchasing intention of mobile phones

Authors: David Yoon Kin Tong, Saw Bin Wong, Bik Kai Sia

Addresses: Faculty of Business and Law, Multimedia University, Jalan Ayer Keroh Lama, 75450 Melaka, Malaysia. ' Faculty of Business and Law, Multimedia University, Jalan Ayer Keroh Lama, 75450 Melaka, Malaysia. ' Faculty of Business and Law, Multimedia University, Jalan Ayer Keroh Lama, 75450 Melaka, Malaysia

Abstract: In today|s highly competitive environment, improving the technology and maintaining the brand for mobile phones remain crucial. Consumers will repurchase the same brand provided the phone|s camera technology innovations and aesthetic designs are better and launched faster than the competitors and the brand they are using remains reliable and prestige brand at the time of purchase.

Keywords: prestige brands; branding; camera technology; incremental innovation; consumer perceptions; repurchasing intentions; mobile phones; cell phones; aesthetic designs; product launches; competitors; Malaysia; reliability; image resolution; customer attitudes; technological innovation.

DOI: 10.1504/IJIL.2010.035747

International Journal of Innovation and Learning, 2010 Vol.8 No.4, pp.360 - 376

Published online: 03 Oct 2010 *

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