Understanding Drivers And Outcomes Of Brand Attachment In Mobile Branded Apps

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Pia A. Albinsson PhD, Associate Professor (Creator)
Appalachian State University (ASU )
Web Site: https://library.appstate.edu/

Abstract: Purpose – Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents and outcomes of consumer brand attachment in a mobile app context. Design/methodology/approach – A model is developed in which antecedents and outcomes of brand attachment in a branded mobile app context are examined. Data collected from 228 mobile app users were analyzed using PLS-SEM. Findings – The results confirm that hedonic motivation is positively associated with brand attachment. Nevertheless, the effects of utilitarian motivation and social motivation on brand attachment are not supported. As anticipated, brand attachment is positively associated with three outcomes, including continuance intention, purchase intention and word-of-mouth communication. Originality/value – The paper extends the Mobile Application Stickiness paradigm by including brand characteristics, which had not previously been explored. Also, in terms of attachment in a mobile context, only affection has been explored; this study includes connection and passion to investigate how those components enhance desired outcomes.

Additional Information

Tran TP, Furner CP, Albinsson PA. Understanding drivers and outcomes of brand attachment in mobile branded apps. Journal of consumer marketing. 2020;38(1):113-124. Publisher version of record available at: http://explore.bl.uk/primo_library/libweb/action/display.do?tabs=detailsTab&gathStatTab=true&ct=display&fn=search&doc=ETOCvdc_100112608028.0x000001&indx=1&recIds=ETOCvdc_100112608028.0x000001
Language: English
Date: 2021
Brand attachment, Motivations, Branded mobile apps, Mobile consumer behavior

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