Improving brand love through branded apps: is that possible?

• DOI: 10.1057/s41270-024-00356-5
• Publication Date: 2024-11-15T14:39:57Z
• Authors: Trang P. Tran; James E. Zemanek; Md. Nazmus Sakib
• Keywords: 0502 economics and business; 05 social sciences

Abstract As organizations are gradually shifting their emphasis from customer acquisition to creating engagement and participation, mobile applications serve as an important tool for encourage enhance customers’ active brand ambassadors. Previous research outlines that consumer with branded apps can lead loyalty but has yet examine the effects of on love. Building Technology Acceptance Model (TAM) consumers’ utilitarian hedonic motivations using technology, this study provides a comprehensive framework how love be attained through apps. In process, identified three primary app attributes namely perceived ease use, usefulness, entertainment examined direct indirect influences attitude satisfaction. The results 323 users revealed out those attributes, only usefulness serves key driver Perceived may towards it does not improve And, use no impact either or These findings provide valuable insights recommendations researchers managers alike.