Enhancing brand equity of branded mobile apps via motivations: A service-dominant logic perspective

Marketing research on Mobile apps: past, present and future

“…This view matches the service-dominant logic (see Vargo and Lusch 2004 ; Zhang, Lu and Kizildag 2017 ), whereby consumers use resources available to them to experience and co-create value (Grönroos 2019 ). Thus, scholars could research antecedents and outcomes of value creation and co-creation via apps, exploring in detail the appscape (see also Tran, Mai and Taylor 2021 ). More research is also warranted to understand how apps are used during value exchanges (e.g., in shopping centers, see Rauschnabel et al 2019 ) and after value exchanges (e.g., to mitigate purchase regret, see Wedel et al 2020 ).…”

Analyzing the Effect of Social Media Use, Perceived Value, Brand Trust and Electronic Word of Mouth on Brand Equity: The Mediating Role of Brand Image: An Applied Study on Egyptian Banking Sector

“…International banks that have expanded into emergent markets have lacked guidance on building efficient strategies for brand Equity (Shaalan et al, 2020). In marketing literature, brand equity has been significantly deliberated (Aaker, 1991;Keller, 2001;Lee et al, 2015;Chatzipanagiotou et al, 2016;Mohan et al, 2017;Sharique, 2019: Ray et al2021Tran et al, 2021;Han et al, 2021;Wang et al, 2021;Algharabatet al, 2020;VeloutsouCas, 2020) which draws the various viewpoints on the factors that impact brand equity. Undeniably, when it comes to the conceptual foundations influencing the factors and measures of brand equity, and academic debate is characterized by uncertainty (Davcik, 2013).…”

“…This theory stated that, in addition to protecting their own interests, banks are committed to protect the interests of their stakeholders which include their consumers, employees, shareholders and communities (Tran et al, 2021). Consequently, as a relational market-based asset, the examination of brand equity should include analyzing the relationships with other members of the value chain, counting employees (especially in-service companies), investors, or even suppliers.…”

“…Brand equity is considered a vital tool to diagnose the relationship between consumers and brands (Han et al, 2021). Improving brand equity with companies is imperative for organizations to outperform their competitors, but the way along which consumers direct their interests has dramatically changed in the past 15 years (Tran, 2021). Enhancing brand equity is a product of effective brand building efforts that materialized into tangible and intangible benefits to the organizations (Shariq, 2019).…”

“…On the research level, brand equity as a concept has been studied by several researchers and has gained a focal interest in the past three years (Sharique, 2019;Ray et al, 2021;Tran et al, 2021;Han et al, 2021;Wang et al, 2021;Algharabatet al, 2020;Veloutsoua, 2020). Various factors influencing brand equity, such as store image, speed of delivery, advertisements, promotions, consumer perceived value, e-word of mouth and brand image (Taleghani, 2011).…”