Cellular Wars; A Study of Consumer Based Brand Equity

3. Do you own a smartphone today? *This question is required.

• Yes
• No

4. What is the brand of your current mobile device? *This question is required.

• Nokia
• Apple
• Sony Ericsson
• Motorola
• LG
• Samsung
• HTC
• RIM Blackberry

5. I consider myself to be loyal to the mobile device from brand 'X'!
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

6. Mobile device from brand 'X' would be my first choice!
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

7. I will not buy other brands if the mobile device from brand 'X' is available at the store.
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

8. The likely quality of the mobile device from brand 'X' is extremely high.
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

9. The likelihood that the mobile device from brand 'X' would be functional is very high.
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

10. I can recognize the mobile device from brand 'X' among other competing brands!
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

11. I am aware of the mobile device from brand 'X'!
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

12. Some characteristics of the mobile device from brand 'X' come to my mind quickly.
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

13. I know the symbol or logo of the mobile device from brand 'X'.
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

14. I have no difficulty in imagining the mobile device from brand 'X' in my mind.
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

15. It makes sense to buy the mobile device from brand 'X' instead of any other brand, even if they are the same.
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

16. Even if another brand has the same features as the mobile device from brand 'X', I would prefer to buy brand 'X'.
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

17. If there is another brand as good as the mobile device from brand 'X', I prefer to buy brand 'X'!
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

18. If another brand is not different from the mobile device from brand 'X' in anyway, it seems smarter to purchase brand 'X'.
1 (Strongly disagree) - 7 (Strongly agree) *This question is required.

Space Cell	1	2	3	4	5	6	7
Apple *This question is required	1	2	3	4	5	6	7
Samsung *This question is required	1	2	3	4	5	6	7
Sony Ericsson *This question is required	1	2	3	4	5	6	7
HTC *This question is required	1	2	3	4	5	6	7
Motorola *This question is required	1	2	3	4	5	6	7
Nokia *This question is required	1	2	3	4	5	6	7
LG *This question is required	1	2	3	4	5	6	7
RIM Blackberry *This question is required	1	2	3	4	5	6	7

19. The next time I buy a smartphone, it is going to be a... *This question is required.

• Nokia
• Apple
• Sony Ericsson (Sony)
• Motorola
• Samsung
• LG
• HTC
• RIM Blackberry