The Effectiveness of Branded Mobile Apps on User’s Brand Attitudes and Purchase Intentions

Seitz, Victoria; Aldebasi, Nada

doi:10.1515/rebs-2016-0029

Cited by 22 publications

(30 citation statements)

References 12 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The results are also in line with Yang's (2013) findings for young consumers and with the key effects highlighted by Kim, Yoon (2014) and Bellman et al, (2011). Moreover, the findings align with Wang and Li (2012) and Seitz and Aldebasi (2016), who found that in the broadest context of mobile commerce, the features of a supporting technology drive purchase intentions.…”

Section: Theoretical Implicationssupporting

confidence: 88%

“…In light of the above, understanding of the full potential of branded apps from a strategic marketing perspective clearly comes across as an underexplored issue of theoretical and practical relevance for a number of reasons. Above all, branded apps can deliver important outcomes that can yield economic returns -e.g., in the form of positive attitudes, purchase intentions, advertising response and consumer engagement (Seitz and Aldebasi, 2016;Yang, 2016). Furthermore, branded apps represent tools that firms can use to establish new connections with customers and to reinforce existing ones, creating unique customer experiences (Kim, Lin and Sung, 2013;Peng, Chen and Wen, 2014).…”

Section: Introductionmentioning

confidence: 99%

“…Furthermore, branded apps represent tools that firms can use to establish new connections with customers and to reinforce existing ones, creating unique customer experiences (Kim, Lin and Sung, 2013;Peng, Chen and Wen, 2014). Moreover, branded apps differ to some extent from other mobile technologies, given the considerable potential for consumer engagement and interconnectivity (e.g., Seitz and Aldebasi, 2016;Yu, 2013).…”

Section: Introductionmentioning

confidence: 99%

“…The authors study the factors that drive the adoption of a branded app (intention to use) from the perspectives of brand relationship and consumption values, using a different theoretical basis to the widely accepted Technology Acceptance Model (TAM) (see Legris et al, 2003;Porter and Donthu, 2006;Venkatesh et al, 2007). Later on, Seitz and Aldebasi (2016) research consumer attitudes towards branded apps, and the relative influence on purchase intentions and usage. However, Seitz and Aldebasi's (2016) work is based on a very small student sample and their outcome variable relates to the brand providing the app, not to the app itself.…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Drivers and outcomes of branded mobile app usage intention

Stocchi

Michaelidou

Micevski

2019

JPBM

View full text Add to dashboard Cite

Journal of Product & Brand Management1 Drivers and Outcomes of Branded Mobile App Usage Intention AbstractPurpose: This study examines the drivers and outcomes of the usage intention of branded mobile applications (apps), revealing findings of theoretical and practical relevance. First, it uncovers the specific technological features that underpin the perceived usefulness and ease of use of branded apps driving (directly and indirectly) usage intention. Second, it outlines two key outcomes that are relevant to the strategic management of branded apps: willingness to recommend the app and willingness to pay to continue using the app.Approach: This study uses data randomly derived from a panel of one million UK consumers, analyzed via structural equations modeling. The unit of analysis was individual apps prominently displaying a brand identity. The study tested indirect relationships between the key drivers considered and usage intention, via perceived usefulness and ease of use. Findings:Consumers who view branded apps as protecting their privacy, customizable and compatible with what they do, will have stronger perceptions of usefulness and ease of use, and greater intention to use the app. These effects also occur indirectly. Furthermore, usage intention drives the willingness to recommend the app and to pay to continue using it. Practical implications:To influence usage intention, managers can improve the perception of usefulness of branded apps by protecting consumer privacy, and improving the app's design and its compatibility with people's needs and lifestyle. Managers can also enhance the perception of ease of use of the branded app by heightening its security and ubiquity. Combined, these factors can enhance (directly and indirectly) the intention to use the app, which will lead to the willingness to recommend the app and pay for it.Originality/value: This study extends previous research by examining factors driving the intention to use branded apps and the resulting outcomes. It also offers a model that yields predictions for individual branded apps (not the brand powering the app), thus providing practical recommendations on how to manage, in general, apps with a brand identity.Research on adoption has been significant, although it has primarily concerned the uptake of mobile technology in general and/or specific instances of mobile technologies, such as mobile data services, mobile payments, mobile marketing and, of course, mobile apps. Importantly, as Alnawas and Aburub (2016) remark, many scholars have drawn upon the Technology Acceptance Model (Davies et al., 1989) to understand how and why consumers adopt apps. This strand of research has consistently highlighted that perceived usefulness and ease of use are the key drivers of attitudes, intention to use, and actual use of mobile apps (see Kim, Yoon and Han, 2016; Tojib and Tsarenko, 2012;Yang, 2013). However, these aspects have not been explored in relation to branded apps, i.e. apps clearly showing a brand identity (Bellman et al., 2011).Moreove...

show abstract

Section: Theoretical Implicationssupporting

confidence: 88%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Drivers and outcomes of branded mobile app usage intention

Stocchi

Michaelidou

Micevski

2019

JPBM

View full text Add to dashboard Cite

show abstract

“…Branded mobile applications, strengthen and promote brands and create positive attitudes towards them. Research concerning consumer behavior conducted by [21] showed that when users utilize a mobile application to interact with a brand the positive emotional response is higher than on all other platforms. With this being said, mobile application branding contributes to the success of the mobile application which in turn help achieve the company's long term goals.…”

Section: Brandingmentioning

confidence: 99%