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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\u2010added service consumption.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>The research results provide insights into how mobile value\u2010added services may be better designed and delivered to enhance brand equity and, in turn, profits.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>While the market potential of mobile value\u2010added services and the importance of brand equity have both been widely recognized, the development and empirical validation of a model that specifically depicts the determinants of mobile value\u2010added service consumption from a brand\u2010equity perspective has not yet been undertaken. Consequently, this study investigates the relationships among key m\u2010commerce attributes, core brand\u2010equity components, and consumer behaviors. The research results have extended the application and advanced the understanding of previous mobile\u2010commerce and brand\u2010equity theories in the context of mobile value\u2010added service consumption.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662241211214548","type":"journal-article","created":{"date-parts":[[2012,3,24]],"date-time":"2012-03-24T09:04:33Z","timestamp":1332579873000},"page":"142-179","source":"Crossref","is-referenced-by-count":169,"title":["Factors influencing mobile services adoption: a brand\u2010equity perspective"],"prefix":"10.1108","volume":"22","author":[{"given":"Wei\u2010Tsong","family":"Wang","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Hui\u2010Min","family":"Li","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2022020620303025700_b1","unstructured":"Aaker, D.A. 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