| Autor: |
Robert F. Potter, Steven Bellman, Jennifer A. Robinson, Duane Varan, Jean M. Brechman, Shiree Treleaven-Hassard |
| Rok vydání: |
2015 |
| Předmět: |
|
| DOI: |
10.4018/978-1-4666-8239-9.ch012 |
| Popis: |
Marketing professionals are increasingly interested in creating branded mobile phone applications. These “apps” prominently display a brand's identity throughout the user experience, typically in the form of a brand logo, and are designed to perform a range of functions. This article reviews current available research, and specifically addresses two important areas: (1) the effectiveness of mobile phone apps as a form of persuasive advertising and (2) factors that moderate these effects, specifically creative execution style and product category relevance. This article concludes with a discussion of directions for future research. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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