Purpose

Branded applications (apps) are increasingly important in marketers' omnichannel strategies. They have not only changed the way customers purchase but also changed the way how companies interact with customers. Building on value co-creation literature, this research investigates consumer brand engagement's role in enhancing perceived quality and brand loyalty via value co-creation.

Design/methodology/approach

Using online survey data from 355 brand app users, a conceptual model is tested employing the partial least squares structural equation modeling.

Findings

The results suggest that not only does branded app personalization drives brand co-creation (fully mediated by consumer brand engagement) but that this process also increases perceived quality and brand loyalty among users of branded apps.

Research limitations/implications

Data for the study are self-reported and thus may not accurately reflect actual attitudes and behaviors. In addition, respondents were students within the United States who, although representative of branded app users, may limit the generalizability of the study.

Practical implications

Knowing that branded apps can influence customers' perception of the quality and value of their apps, products and services, or even their associated brands, marketers and app designers should work together to provide a value co-creation platform through the apps to increase customers' personalized, engaging experience.

Originality/value

Although various relationships between personalization, engagement and co-creation have been studied, along with their impact on loyalty and perceived value, the interaction between these factors is not widely understood. The study examines these interactions in the context of branded apps, through the service-dominant logic perspective.

中文翻译：

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通过品牌应用程序共同创造价值：提高感知质量和品牌忠诚度

目的

品牌化应用程序 (app) 在营销人员的全渠道战略中越来越重要。它们不仅改变了客户的购买方式，还改变了公司与客户互动的方式。本研究以价值共创文献为基础，调查了消费者品牌参与在通过价值共创提高感知质量和品牌忠诚度方面的作用。

设计/方法/途径

使用来自 355 个品牌应用程序用户的在线调查数据，使用偏最小二乘结构方程建模对概念模型进行测试。

发现

结果表明，品牌应用程序个性化不仅推动了品牌共同创造（完全由消费者品牌参与所调节），而且这一过程还提高了品牌应用程序用户的感知质量和品牌忠诚度。

研究局限性/影响

研究数据是自我报告的，因此可能无法准确反映实际的态度和行为。此外，受访者是美国境内的学生，他们虽然代表品牌应用程序用户，但可能会限制研究的普遍性。

实际影响

知道品牌应用程序可以影响客户对其应用程序、产品和服务甚至相关品牌的质量和价值的看法，营销人员和应用程序设计师应该共同努力，通过应用程序提供一个价值共创平台，以增加客户对个性化、引人入胜的体验。

原创性/价值

尽管已经研究了个性化、参与和共同创造之间的各种关系，以及它们对忠诚度和感知价值的影响，但这些因素之间的相互作用尚未得到广泛了解。该研究通过以服务为主导的逻辑视角，在品牌应用程序的背景下检查这些交互。