Muzellec, Laurent; Feenstra, Florence; de Faultrier, … - In: International Journal of Retail & Distribution Management 44 (2016) 11, pp. 1118-1131
Purpose The purpose of this paper is to describe the nature of a branded mobile application experience for children, and analyse how these experiences affect the children’s and parents’ brand perceptions. Design/methodology/approach The authors use a qualitative approach focussing on the...