Understanding drivers and outcomes of brand attachment in mobile branded apps

Abstract

Purpose Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents and outcomes of consumer brand attachment in a mobile app context. Design/methodology/approach A model is developed in which antecedents and outcomes of brand attachment in a branded mobile app context are examined. Data collected from 228 mobile app users were analyzed using PLS-SEM. Findings The results confirm that hedonic motivation is positively associated with brand attachment. Nevertheless, the effects of utilitarian motivation and social motivation on brand attachment are not supported. As anticipated, brand attachment is positively associated with three outcomes, including continuance intention, purchase intention and word-of-mouth communication. Originality/value The paper extends the Mobile Application Stickiness paradigm by including brand characteristics, which had not previously been explored. Also, in terms of attachment in a mobile context, only affection has been explored; this study includes connection and passion to investigate how those components enhance desired outcomes.

Responding to Negative Electronic Word of Mouth to Improve Purchase Intention

“…Within eWOM, researchers have modeled and tested the influence of review, reviewer, product/service and consumer characteristics on consumer outcomes with the goal of better understanding consumer behavior in the e-commerce context, which is dynamic and rapidly evolving [69]. Early eWOM research only considered the influence of positive reviews, although Ho-Dac, et al [70] provided evidence that consumers specifically seek out negative reviews.…”

Investigating the Causes and Consequences of Brand Attachment of Luxury Fashion Brand: the Role of Gender, Age, and Income

“…Hedonic motivation is the reason for performing a behavior because of the individual's internal satisfaction (Soni et al, 2019). Hedonic motivation can be measured by indicators such as: Using this brand product gives fun to me; Using this brand product keeps me happy; Using this brand product gives enjoyment to me; Using this brand product stimulates my curiosity (Hong et al, 2017); The entertainment provided by this brand product can satisfy my achievement; The entertainment provided by this brand product is challenging for me; This brand product can symbolize my status; This brand product can continue my positive mood; This brand product can give me a sense of superiority (Yu & Yuan, 2019); Average scores of items of "interpersonal utility"; Average scores of items of "attachment with device"; Average scores of items of "entertainment" (Tran et al, 2020); using this brand is fun; using this brand is enjoyable; using this brand is very entertaining (Nikolopoulou et al, 2021). Numerous studies investigated the direct connection between hedonic motivation and brand attachment.…”

“…; how likely is it that you will purchase the selected brand online the next time when you need an apparel product? (Chen-Yu et al, 2016); It makes sense to buy this brand instead of any other brand, even if they are the same; Even if another brand has the same features as this brand, I would prefer to buy this brand; If there is another brand as good as this brand, I prefer to buy this brand; If another brand is not different from this brand in any way, it seems smarter to purchase this brand (Tran et al, 2020); I intend to purchase this brand in the future; If I would purchase this product now, I would buy this brand; I intend to purchase this brand when I need this product; Purchasing this brand is my first choice (Kaufmann et al, 2016).…”

Brand attachment: a review and future research

“…Consumers' motivations to fulfil their needs also create an attachment to a particular brand. Referring to social identification theory, studies have revealed that consumers' motivations (Hung and Lu 2018;Tran et al 2021), need satisfaction (i.e. autonomy, competence, and relatedness), and need to belong are associated with their brand attachment (Ahn 2019;Hung 2014).…”