Running head: Branded Mobile Apps: Effectiveness in Branding Efforts Capstone Professional Project Branded Mobile Apps: Effectiveness in Branding Efforts (original) (raw)

The Effectiveness of Branded Mobile Phone Apps

Journal of Interactive Marketing, 2011

Mobile phone applications (“apps”) have generated substantial interest among marketers, primarily because of their high level of user engagement and the positive impact this presumably has on a user's attitude toward the sponsoring brand. This study utilized a pre-test/post-test experimental design to determine whether using popular mobile phone apps affects brand attitude and brand purchase intention. The results show that using these apps has a positive persuasive impact, increasing interest in the brand and also the brand's product category. The relevance of the product category makes no difference, but apps with an informational/user-centered style were more effective at shifting purchase intention, most likely because this style focuses attention on the user, and therefore encourages making personal connections with the brand. Experiential game-like apps were less successful, because they focus attention on the phone. These results suggest that understanding how to maxi...

Branded Apps: Explaining Effects of Brands' Mobile Phone Applications on Brand Responses

Journal of Interactive Marketing

Branded apps have attracted an increasing amount of attention as a marketing communication platform. With branded apps, companies try to create value for their brands among prospective and current customers by providing entertainment and information content. The aim of this study was to examine a) whether branded apps influence consumers' cognitive and affective brand responses, b) whether this effect is moderated by the type of branded app (i.e., information vs. entertainment), and c) to what extent enjoyment and elaboration are explanatory mechanisms for these effects. An experiment demonstrated that 1) branded apps enhanced brand responses, 2) an entertainment app evoked higher levels of enjoyment, which in turn enhanced affective brand responses, and 3) an informational app evoked higher levels of elaboration, which enhanced cognitive brand responses. Theoretical and practical implications for branded app designers and mobile advertisers are discussed.

Branded Apps and Mobile Platforms as New Tools for Advertising

With the popularity of mobile devices, firms have embraced mobile platforms and mobile applications (apps henceforth) as a new channel that can potentially enhance consumer experience, brand loyalty, and ultimately revenue growth. Unlike traditional advertising channels, mobile devices are characterized by their portable, interactive, immediate and ubiquitous nature. As such, a firm can take advantage of app technology and enable consumers to engage with its brand even when they are on the move. Such "anytime, anywhere" engagement can positively affect consumers' attitudes and relationships toward a brand and their purchase intention. In this chapter, we examine the way mobile platforms and branded apps forge new grounds in advertising, and we also posit forward-looking implications that offer managerial recommendations that allow advertisers to strategically leverage branded apps and mobile platforms to promote consumer engagement and loyalty.

Brand Impact on the Use of Mobile Applications

International Review of Economics and Management, 2021

The study aims to determine whether brand awareness and brand loyalty positively impact mobile application use. A quantitative approach was used to test the proposed model in this study. For this approach, firstly, a trial group was created, and the results were obtained. The participants who did not even use at least one of the travel applications were asked to answer the question, "Which features of the application would be more dominant in selecting the application?". In the study, Cronbach Alpha, Composite Reliability, and Compound Reliability were used for internal consistency, and these values were found to be higher than 0.70. According to the results, the mean-variance value obtained to evaluate validity was also greater than 0.50. Therefore, in the model, the brand and other identified factors have been shown to influence the use positively. In the literature, many factors have been examined within the framework of brands and mobile applications. However, in this study, the effect of factors related to the brand, which has not been researched before, on the use of mobile applications was investigated.

Drivers and outcomes of branded mobile app usage intention

Journal of Product & Brand Management

Purpose This study aims to examine the drivers and outcomes of the usage intention of branded mobile applications (apps), revealing findings of theoretical and practical relevance. First, it uncovers the specific technological features that underpin the perceived usefulness and ease of use of branded apps driving (directly and indirectly) usage intention. Second, it outlines two key outcomes that are relevant to the strategic management of branded apps: willingness to recommend the app and willingness to pay to continue using the app. Design/methodology/approach This study uses data randomly derived from a panel of one million UK consumers, analyzed via structural equations modeling. The unit of analysis was individual apps prominently displaying a brand identity. The study tested indirect relationships between the key drivers considered and usage intention via perceived usefulness and ease of use. Findings Consumers who view branded apps as protecting their privacy, customizable an...

Branding through mobile applications : - A case study of Swedish campaign applications

2013

We are a few years into a paradigm shift where mobile Internet usage around the world is increasing fast. Smartphones have in Sweden become the device a substantial proportion of the population have, and companies have seen them as a new way to communicate with consumers. This thesis is a case study of four smartphone applications issued by companies in brand building purposes. The applications are King of the slope by Vattenfall, Korklar? by SalusAnsvar, McWrap Go&Get by McDonalds and Manga Strackor Sma by Lantmannen. Empirical materials are gathered through semi-structured interviews with people involved in the creation of each application. Results are then analysed based on what initial goals each issuer had set for the application with the aim of obtain learnings valuable to future application issuers. Findings have shown that the mindset when creating these applications has generally been short-term. This contradicts the nature of a mobile application and its purpose of strengt...

Determination of Smartphone Users' Perceptions of Branded Mobile Applications in Turkey

Having numerous features thanks to advancements in digital technology, smartphones make life easier for users who today can conduct their activities and transactions independently of time and place by using a wide range of branded mobile applications (apps) on sports, finance, shopping and health etc. Through these apps, brands have the opportunity to reach users directly, interact with them and make customized offers. In order for brands to maximize their benefits from their own mobile apps, it is undoubtedly necessary to find out about smartphone users' perceptions of those branded mobile apps. Therefore, the aim of this study is to determine smartphone users' perceptions of branded mobile apps. In line with this purpose, face-to-face surveys were conducted in November-December 2016 with 437 students from Kastamonu University. Based on the results, smartphone users' perceptions of branded mobile apps were grouped under the factors of facilitation, stimulation of purchase desire, customization and post-purchase trust.