Enhancing brand equity in branded apps : a hedonic and utilitarian motivation ́s perspective
Year of publication: |
2023
|
---|---|
Authors: | Tran, Trang ; Gugenishvili, Ilia ; Muldrow, Adrienne F. |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 30.2024, 3, p. 318-343
|
Subject: | branded apps | hedonic motivations | utilitarian motivations | task-service fit | brand equity | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Motivation | Utilitarismus | Utilitarianism | Mobile Anwendung | Mobile application |
-
Branded apps : explaining effects of brands' mobile phone applications on brand responses
Noort, Guda van, (2019)
-
Mirmehdi, Seyed Mehdi, (2023)
-
Factors of continually using branded mobile apps : the central role of app engagement
Wu, Linwan, (2015)
- More ...
-
Lee, Yoon-Joo, (2020)
-
Cryptocurrency communities : an overview of collaborative currency systems
Chatterjee, Lagnajita, (2024)
-
Diversity and inclusion in advertising research
Eisend, Martin, (2023)
- More ...