Understanding user behavior using cognitive models

We consider the application of cognitive models to a range of problems in mobile telecommunications. In particular, con- sideration is given to the characteristic patterns that emerge in how people use mobile content in a natural environment. Using cognitive models drawn from the literature on decision- making, preference and semantics, we show that the mobile content environment possesses a range of interesting psycho- logical properties, which can be used to further both pure and applied research goals.Daniel J. Navarro ; Marisa Maio Mackay ; Kieran O'Dohert

A cross validation of Consumer-Based Brand Equity (CBBE) with Private Labels in Spain

Molinillo,S., Ekinci, Y., Japutra, A. (2014)'A cross validation of Consumer-Based Brand Equity (CBBE) with Private Labels in Spain'. in Martínez-López, Gázquez-Abad, J.C. and Sethuraman, R. J.A. (eds.) Advances in National Brand and Private Label Marketing. Second International Conference, 2015. Springer Proceedings in Business and Economics, pp. 113-125In recent years a number of Consumer-Based Brand Equity (CBBE) models and measurement scales have been introduced in the branding literature. However, examinations of brand equity in Private Labels (PL) are rather limited. This study aims to compare the validity of the two prominent CBBE models those introduced by Yoo and Donthu (2001) and Nam et al. (2011). In order to test the models and make this comparison, the study collected data from 236 respondents who rated private labels in Spain. A list of 30 different fashion and sportswear PL was introduced to respondents. These brands do not make any reference to the retail store in which they are sold. Research findings suggest that the extended CBBE model introduced by Nam et al. (2011) and Ciftci et al. (2014) is more reliable and valid than Yoo and Donthu’s model for assessing PL. Theoretical contributions and managerial implications are discussed.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Young Australians' perceptions of mobile phone content and information services: an analysis of the motivations behind usage

Purpose This paper aims to understand the motivational factors that influence the purchase of mobile phone content among young Australians. Design/methodology/approach An interpretive qualitative analysis of focus group data is used to explore the topic. Focus group participants were strategically selected from a larger sample to be representative on a broad range of demographic variables. Findings There is considerable negativity associated with spending money on mobile content owing to the following factors: The mobile phone is perceived primarily as a communication tool. Money spent on the mobile phone for uses not related to communication is often perceived as wasted. The mobile phone is seen as an inferior channel for entertainment and information when compared to television, magazines, and the internet. Consumers are wary of deceptive advertising practices for mobile content. Many consumers are able to access “free” content. Research limitations/implications Future research should focus on comparisons to consumers in other countries and on the relative pervasiveness of the factors identified in this study in the general population. Practical implications Considerable negativity towards spending money on content suggests problems with revenue models relying on direct sales of content. However, “free” content is often perceived very positively. Advertiser-sponsored models and branded “value add” models may prove to be effective ways of leveraging this positive sentiment. Originality/value The paper provides a unique examination of the link between perceptions of mobile content and the perceived role of the mobile phone in everyday life, and draws important conclusions regarding the implementation of successful revenue models. The conclusions reached are likely to be of interest to mobile application developers, content aggregators, content owners, and mobile telecommunication companies. © 2007, Emerald Group Publishing Limite

Mobile Data Service usage and preference: an investigation of Australian consumers

Understanding mobile phone users' behaviour and sentiment is essential for the commercial success of mobile content and information services. This paper aims to enhance this understanding through analysing data gathered from a consumer survey. We report on a broad survey of over 6000 Australian mobile phone users, covering respondents' behaviour and preferences on a range of variables relevant to the consumption of mobile content and information services. Findings from this research inform application developers, content aggregators, content owners, mobile telecommunication companies, handset manufacturers, analysts and other industry partners and may also help to establish guidelines for telecommunication carriers and government policy makers.Kieran O'Doherty, Sally Rao Hill, Marisa Maio Mackay and Jason McPherso