Trang P. Tran, McKenzie May, Christine M. Kowalczyk
{"title":"Understanding Key Factors Motivating Customers to Purchase Brands via Brand Apps: A Service Dominant Logic Perspective","authors":"Trang P. Tran, McKenzie May, Christine M. Kowalczyk","doi":"10.1080/15332969.2021.1997503","DOIUrl":null,"url":null,"abstract":"ABSTRACT Although an increasing amount of research investigates the impact of mobile apps, their influence on brand equity is still underexplored. This research develops a comprehensive model to capture how utilitarian, hedonic, and social motivations enhance value-in-use and brand attachment, which in turn improve customers’ love of a brand and intention to purchase a brand. The work bridges the gap between goods- and service-dominant logic perspectives and provides deeper understanding of the multidisciplinary nature of branded apps. It also generates profound practical implications for brands to successfully plan and develop their apps which will enhance customer’s perceptions of brands.","PeriodicalId":35539,"journal":{"name":"Services Marketing Quarterly","volume":"43 1","pages":"67 - 86"},"PeriodicalIF":0.0000,"publicationDate":"2021-11-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Services Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332969.2021.1997503","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 2
Abstract
ABSTRACT Although an increasing amount of research investigates the impact of mobile apps, their influence on brand equity is still underexplored. This research develops a comprehensive model to capture how utilitarian, hedonic, and social motivations enhance value-in-use and brand attachment, which in turn improve customers’ love of a brand and intention to purchase a brand. The work bridges the gap between goods- and service-dominant logic perspectives and provides deeper understanding of the multidisciplinary nature of branded apps. It also generates profound practical implications for brands to successfully plan and develop their apps which will enhance customer’s perceptions of brands.
Services Marketing QuarterlyBusiness, Management and Accounting-Business, Management and Accounting (miscellaneous)
CiteScore
2.40
自引率
0.00%
发文量
6
期刊介绍：
Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.
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