ABSTRACT

Although an increasing amount of research investigates the impact of mobile apps, their influence on brand equity is still underexplored. This research develops a comprehensive model to capture how utilitarian, hedonic, and social motivations enhance value-in-use and brand attachment, which in turn improve customers’ love of a brand and intention to purchase a brand. The work bridges the gap between goods- and service-dominant logic perspectives and provides deeper understanding of the multidisciplinary nature of branded apps. It also generates profound practical implications for brands to successfully plan and develop their apps which will enhance customer’s perceptions of brands.

摘要

尽管越来越多的研究调查了移动应用程序的影响，但它们对品牌资产的影响仍未得到充分探索。本研究开发了一个综合模型来捕捉功利、享乐和社会动机如何增强使用价值和品牌依恋，从而提高客户对品牌的热爱和购买品牌的意愿。这项工作弥合了以商品和服务为主导的逻辑观点之间的差距，并提供了对品牌应用程序的多学科性质的更深入的理解。它还对品牌成功规划和开发其应用程序产生深远的实际意义，这将增强客户对品牌的认知。