Branded Apps and Their Impact on Firm Value: A Design Perspective

Abstract

Although firms are increasingly launching branded mobile apps, an understanding of their influence on firm value remains elusive. Using stock market returns to assess firm value, the authors investigate the impact of branded mobile app announcements on such value. Moreover, recognizing that mobile apps generate various touchpoints in the customer journey, the authors also investigate how an app's design shifts the effects of mobile apps on firm value. In particular, they investigate effects from whether an app emphasizes features related to peer-to-peer interactions about the brand, personal-oriented interactions between a customer and the brand, or the purchase phase itself. They find that the launch of a mobile app increases firm value and that the features emphasized in app design play an important role in such value creation. The study offers important implications regarding the accountability of branded mobile apps and provides direction for marketing theory and practice.

Smart Community Service Brand Functional Value and Sustainable Brand Relationship—The Mediating Role of Customer Emotional Cognition

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Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail

“…While channel choice is affected by the available interfaces (Wagner 2015), customers' perceptions of such interfaces depend on the specific functionalities (Aloysius et al 2018;Inman and Nikolova 2017) and the device used (Natarajan et al 2018). In retail, the functionalities of, for example, a smartphone app can be considered TPs intended for certain stages of the customer journey (Boyd et al 2019). Therefore, retailers should consider not only each interface as a whole but its components (i.e., its eTPs) to understand and guide customers' technology acceptance.…”

“…TPs offer various means of interaction during the customer journey (Boyd et al 2019;Jocevski et al 2019). All of the TPs customers encounter during their journeys have "direct and more indirect effects on purchase and other customer behaviors" (Lemon and Verhoef 2016, p. 82), so optimizing customers' experiences requires an understanding of what characteristics cause these effects (Ponsignon et al 2017;Verhoef et al 2015).…”

Customer Loyalty Indicator of Mobile Payment Application in the Financial Service Industry: A Study of LinkAja

“…The number of mobile phone users has been relentless grown in recent years, motivated by the advancement of modern life mobility, and followed by the mobile phone market has grown pointedly (Schierz et al, 2010). Not to mention that almost companies always try to launch various popular mobile application to have possession of both new and existing customers (Boyd, Kannan, & Slotegraaf, 2019). Mobile payment service is a new tool in the payment system in which money can be transferred electronically through mobile application (Popovska-Kamnar, 2014).…”