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Personalization, value co-creation, and brand loyalty in branded apps : an application of TAM theory
Tran, Gina A.; Ketron, Seth; Tran, Trang; Fabrize, Robert - In: Journal of strategic marketing 32 (2024) 4, pp. 554-573
Persistent link: https://www.econbiz.de/10014553339
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Value co-creation through branded apps : enhancing perceived quality and brand loyalty
Tran, Trang; Taylor, David; Wen, Chao - In: Journal of research in interactive marketing : … 17 (2023) 4, pp. 562-580
Persistent link: https://www.econbiz.de/10014313623
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Enhancing brand equity in branded apps : a hedonic and utilitarian motivation ́s perspective
Tran, Trang; Gugenishvili, Ilia; Muldrow, Adrienne F. - In: Journal of marketing communications 30 (2024) 3, pp. 318-343
Persistent link: https://www.econbiz.de/10014529298