Consumer-Based Brand Equity in the Smartphone Era : Consumer Attitudes towards Push Notifications

Abstract: Background: New technologies have created a growing audience for mobile electronic communication and promotions that companies can utilize. From this, the phenomenon of mobile marketing has evolved, along with methods such as push notifications. Consumers attitudes towards this marketing strategy and its effect on the equity of brands is however debated in the literature, increasing the relevance of examining this subject in relation to consumer-based brand equity and its dimensions. Based on the importance of CBBE in highly competitive markets and the suggestion of examining the concept on different product categories, the context of fashion and the differentiation between fast fashion and bridge brands were chosen. Purpose: The purpose of this study is to explore the relationship between consumer attitudes towards mobile marketing, namely push notifications, and the dimensions of consumer-based brand equity towards fast fashion and bridge brands. Research Questions: What is the relationship between consumer attitudes towards mobile marketing strategies (push notifications) of fast fashion brands and bridge brands on the dimensions of consumer-based brand equity? How strongly do consumer attitudes towards mobile marketing strategies (push notifications) differ in their influence on the dimensions of consumer-based brand equity for fast fashion brands and bridge brands? Methodology: This research takes on a quantitative approach with an exploratory research design. The chosen data collection method is  perfromed through two independent surveys. Conclusion: Push notifications as a mobile marketing strategy have a direct relationship (and effect) on the brand equity of fashion brands. Overall, the influence of consumer attitudes is far stronger for bridge brands across the dimensions of loyalty and awareness whereas the opposite is true for the dimension of brand associations