Factors of continually using branded mobile apps : the central role of app engagement
Year of publication: |
2015
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Authors: | Wu, Linwan |
Published in: |
International journal of internet marketing and advertising : IJIMA. - Olney, Bucks. : Inderscience Enterprises, ISSN 1477-5212, ZDB-ID 2151676-5. - Vol. 9.2015, 4, p. 303-320
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Subject: | branded apps | app engagement | effort expectancy | performance expectancy | social influence | perceived interactivity | brand identification | continuance use intention | Mobile Anwendung | Mobile application | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Online-Marketing | Internet marketing |
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