Branding through mobile applications : - A case study of Swedish campaign applications (original) (raw)
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Mobile phone applications (apps) have generated a great interest among marketers who have increased dedicated budgets for mobile marketing. This study attempts to assess the effectiveness of branded mobile apps in shifting attitude towards a certain brand. More specifically, this study identifies two types of apps: informational apps, which provide users with information that answers their questions, help them make a decision and serve a specific purpose they have, and experiential apps are game-like applications deliver enjoyment to the user and do not require much cognitive abilities to navigate through.
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.
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 in Spain as a Means of Communicating Trends in Fashion
Apps are of great interest and curiosity for the users of mobile phones, being already highly unloaded and used for the users of smartphones. The fashion mobile applications represent only a fraction of the mobile global applications (almost 0,2 %), nevertheless they are starting to deserve special attention from designers and researchers in this area. Brands want to know about the new trends in the market to be able to continue surprising and impressing their public. In this study, we seek to identify the most relevant aspects of the applications that help to improve the image of the Spanish prêt-à-porter fashion brands such as Zara, Pull and Bear, Stradivarius, Shana, Bimba y Lola,... The study considers the position in the ranking of downloads, the category, the opinions, valuations of the users and the criteria described by Jami Lawrence (2010): amusement, saving of time and / or comfort in the use. Findings: In this analysis, we seek to identify the most relevant aspects of the applications that help to improve the image of the brand, in this particular case of the Spanish prêt-à-porter fashion brands. - It is indispensable that the applications entertain the user, save time and / or comfort, we have observed that they are these characteristics those that are valued by the users. - Another factor that is valued in the applications, is that the application should make sense for the user and to have an added value that doesn't necessarily have to be related with the nature of the brand. - But it is important that applications to be developed have to be coherent with the identity of the brand. As in any other area, the appearance of new mass media, like the mobile, is the introduction of new challenges. – Finally, it is important for the brand to adapt constantly to the new technologies, but we must not forget that a precarious incorporation and badly developed app it can be more harmful than beneficial.
Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 2019
Nowadays, with the development of technology people's lives have adapted to new situation and individuals have started to carry all the communication, socialization, banking, navigating and many other things they need through applications on their smart phones. The main purpose of this study is to examine the features of the mobile phone applications and the effects of these features on the brand value through users' satisfaction. In this study, the utilitarian benefits, consist of application quality and application utility, hedonic benefits, consist of enjoyment and aesthetics, privacy risk, technicality, and perceived price were determined as the factors assume to have an impact on satisfaction directly, and brand equity correspondingly. All of the concepts used in this study were firstly analyzed with Exploratory Factor Analysis (EFA) and their reliability were measured. Afterwards, the model fit was tested with Confirmatory Factor Analysis (CFA) and path analysis. Out of 731 respondents, that were usable, 368 were selected for EFA and the remaining 363 were selected for CFA and path analysis, where dataset division was randomly performed with Bernoulli distribution. As a result, there were significant relationships between all concepts except the aesthetic dimension and privacy risk of the application. JEL Classification: M31, C81 Özet Günümüzde teknolojinin gelişmesiyle birlikte insanların hayatları da bu duruma ayak uydurmuş ve bireyler ihtiyaçları olan tüm haberleşme, sosyalleşme, bankacılık, adres bulma ve daha birçok işlemlerini akıllı telefonlarındaki uygulamalar ile gerçekleştirmeye başlamışlardır. Bu çalışmanın temel amacı, kullanıcıların tercih ettikleri mobil telefon uygulamalarında olması gereken özelliklerin neler olduğunu ve bu özelliklerin kullanıcıların memnuniyet derecesi vasıtasıyla uygulamaların marka değerine etkisini incelemektir. Çalışmada kullanıcı memnuniyetini etkilemesi beklenen faydacı değere ait uygulama kalitesi ve uygulama faydası, hedonik değere ait eğlence ve estetik boyutları ile gizlilik riski, * Asst. Prof. Dr., Marmara University, Department of Business Administration, Göztepe Campus, Istanbul, hekizler@marmara.edu.tr, Orcid Id: 0000-0001-5903-713X teknik zorluklar ve algılanan fiyat bağımlı değişkenler olarak belirlenmiştir. Bu kavramların kullanıcı memnuniyeti vasıtasıyla marka sadakati, algılanan kalite, bilinirlik ve birliktelikten oluşan marka değeri üzerindeki etkisi ölçülmüştür. Araştırmada kullanılan kavramların tamamı öncelikle keşfedici faktör analizi ile boyutlarına ayrılmış ve güvenirlikleri ölçülmüştür. Sonrasında ise doğrulayıcı faktör analizi ve yapısal eşitlik modeli kullanılarak modelin uyumluluğu test edilmiş ve kavramların etkileri ortaya çıkarılmıştır. Analizlerde toplam 731 cevaplayıcının anket verileri Bernolli dağılımı ile rassal olarak bölünmüş ve 368 adedi keşfedici faktör analizi, kalan 363 adedi ise doğrulayıcı faktör analizi ve yol analizinde kullanılmıştır. Sonuç olarak ise, uygulamanın estetik boyutu ve gizlilik riski kavramları dışındaki tüm değişkenler arasında anlamlı ilişkiler saptanmıştır. Anahtar Kelimeler: Mobil Uygulamalar, Müşteri Memnuniyeti, Marka Değeri, Yapısal Eşitlik Modeli JEL Sınıflandırması: M31, C81 1.Introduction Over the past decade, there have been enormous developments in information, computer, telecommunications and mobile technologies. By this rapid improvement of the technology and its impact on smart phones, the quality, and quantity of web-based applications which were applicable in smart phones also arisen. Especially, continuous advancements in mobile technologies resulted in the wide spread of smart phones. Consequently, the cause for the emergence and developments in mobile applications is an essential to examine. It is known that the number of newly developed mobile applications is increasing rapidly, and also their usage is increasing since most of the smart phone users are also mobile applications users. 25% of downloaded mobile applications are not being used again and most popular 10% applications have market share of 80%. 1 Unfortunately most of the applications are lack of functionality, purpose, aesthetics and they are low qualified. Despite plenty of applications are created worldwide, their popularity is changing on a country basis. For instance Instagram, Facebook, Twitter, WhatsApp, Google maps, Yandex and some weather applications are very popular in Turkey nowadays. There are also other applications less popular, but still they have considerable amount of users. Mobile phone usage and in parallel with it, mobile application preferences have both intangible-nonproduct-, and tangible-product-perspectives. 2 In other words, there are some factors that influence the satisfaction of users that also affect brand equity of the applications. Stated shortly, mobile applications are essential tools in modern life that is an amenity for humans. Taking all of these into consideration, two main research objectives can be stated. The first one is to examine how and why users decide to download/purchase an application and what the essential factors are for the preferences. The second major aim is to examine how these factors influences brand equity of the applications through users' satisfaction.
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.
The extent to which a brand expresses and enhances one's identity is determined by the level of brand identification and this has a positive effect on word-of-mouth reports. Identification is often linked to the causes and aims of the organization; in instances where the organization is known to stand for a particular cause, consumers are likely to identify with the mission of the company and furthermore to demonstrate loyalty to its products. Drawing on the identity theory perspective, this chapter aims to examine the resistance to brand switching in the smartphone industry. The findings suggest that brand identifiers sometimes proactively generate negative word-of-mouth about brands that they do not identify with, especially after they are exposed to comparative advertising. Several insights regarding the literature on resistance to brand switching in the smartphones industry were identified, including conceptualizing social creativity. Suggestions are offered for future researchers, and implications for managerial practices on the study findings are provided.
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.