Abstract
Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded appsinfluence brand attitudes. The primary research objective isto determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users, the authors were able to identify the following relationships: perceptions of task-service fit and co-creation were found to influence brand loyalty. Also, task-service fit and branded app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.
Original language | English |
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Article number | 285545 |
Pages (from-to) | 1-19 |
Number of pages | 19 |
Journal | International Journal of E-Services and Mobile Applications |
Volume | 14 |
Issue number | 1 |
DOIs | |
Publication status | Published - 2022 |
MoE publication type | A1 Journal article-refereed |