Edinburgh Napier University

  In a globally competitive business environment the value of a strong brand in the consumer high-technology marketplace is well documented, as is a progressively satiated marketplace where consumers may have all they “need”. The difficulty in maintaining a basis for differentiation, and heightened consumer price consciousness, reveals the necessity to understand consumer evaluation and purchase decision processes. The paper proposes a model and investigates the relationships between Price, Use, Quality, and Culture regarding the adoption of a branding strategy. The study concluded that two factors determine consumers’ risk intelligence associated with a positive brand: (1) People do not purchase high technology products primarily to satisfy particular needs, but rather for prestige, and (2) Perception change of cultures affected the adoption process of high-technology.