Brand Equity and Current Use as the New Horizon for Repurchase Intention of Smartphone

Malaysian Government is targeting a 75% household broadband penetration by the year 2015. As every one owns on average one handphone, the adoption of broadband through handphone or more popularly known as smartphone would be the natural path to take. Past literatures had suggested that branding do contribute towards the acceptance of Information Technology, however its effect on repurchase intention had been scarce. As such, this study attempts...