On the Influence of Branded-app Usage and Motivation on Brand Attitudes, Satisfaction and Intention to Repeat Usage
| Autor: | Jin Hee Kim, Keun-Young Park, Chull Young Lee |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
030506 rehabilitation
business.industry Brand awareness 05 social sciences User satisfaction Advertising Competition (economics) Entertainment 03 medical and health sciences Brand management Order (business) 0502 economics and business 050211 marketing Business Brand equity Marketing 0305 other medical science Implementation |
| Zdroj: | Journal of Digital Convergence. 14:157-163 |
| ISSN: | 1738-1916 |
| DOI: | 10.14400/jdc.2016.14.5.157 |
| Popis: | With the rapid expansion of smart-phone based brand app and its marketing implementations, the marketers stake much resources in the success of brand apps so that they are able to reinforce the user satisfaction and intention for repeat use. The purpose of this paper is to understand the characteristics underlying the brand applications and to analyze the usage and attitudes of the users. Self-administered survey on the research variables for respondents of 20-49 age group was conducted and the results as follow. The results are as follows the consumers are more satisfied with its usefulness, entertainment, and design attributes of the brand app. They tend to keep using a brand app that contains useful contents and great entertainment elements. Marketers thus need to reflect those elements when developing and distributing a brand app in order to meet the needs of their customers. The study results would help marketing firms find new competitive edges by providing basic insight for new competition strategies for brand app development. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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