This study investigates the interplay between consumer perceived value, product attributes, and motivational drivers in shaping brand equity and word-of-mouth in the mobile phone market. A conceptual framework was developed linking social influence, product sustainability, product aesthetics, and the multidimensional construct of perceived value to hedonic and utilitarian motivations, which subsequently affect brand equity and word-of-mouth. Data was collected through an online survey of 628 mobile phone users in Portugal and analysed using PLS-SEM. The results reveal that quality- and price-related perceived value strongly drive utilitarian motivation, which exerts a substantial positive influence on brand equity and word-of-mouth. Emotional and social value, as well as product aesthetics, significantly enhance hedonic motivation, which in turn has a smaller but significant effect on both brand equity and word-of-mouth. In contrast, product sustainability and social influence do not directly influence hedonic motivation, indicating potential indirect or conditional effects. The model demonstrates substantial explanatory power for utilitarian motivation, moderate for hedonic motivation and word-of-mouth, and modest for brand equity. These results augment the literature by integrating perceived value dimensions and product attributes into a unified model of consumer motivation and behavioural outcomes, offering actionable insights for mobile phone marketers aiming to strengthen brand positioning and customer advocacy.