期刊
INFORMATION & MANAGEMENT
卷 56, 期 3, 页码 377-391出版社
ELSEVIER
DOI: 10.1016/j.im.2018.07.011
关键词
Service-dominant logic; Brand competence; Brand warmth; Branded applications; Affordance; Brand loyalty
资金
- National Science Council [NSC107-2410-H-032-043-MY2]
The rise of mobile apps is compelling ambitious companies to rush to market their own branded apps in hopes of building customers' brand loyalty. By applying service-dominant logic, the lens of affordance, and two brand perceptions (brand competence and brand warmth), this study explores critical determinants of app continuance intention and brand loyalty among app users. Five affordances of branded apps are linked to value-in-use, which contributes both directly and indirectly to the two loyalty-related outcomes, through either brand competence or brand warmth. Data collected from 634 app users support all proposed hypotheses. Theoretical and practical implications are discussed.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据