Branded apps offer both an essential tool for businesses and consumers to interact in realtime and share marketing messages as well as an innovative approach to business that promotes value co-creation. In order to explore the impact of branded apps on customers, this study provides a Threeway decision (TWDs) technique with decision-theoretic rough sets (DTRSs) for selecting branded apps under spherical double hierarchy linguistic term sets (SDHLTSs) information. SDHLTSs is a combination of the first hierarchy linguistic term and the second hierarchy linguistic term that can more flexibly describe ambiguity and uncertainty in decision-making (DM) problems. To aggregate the SDHLTSs, we propose a series of aggregation operators and fundamental operational laws for SDHLTSs. A grey relational analysis is considered to evaluate a conditional probability, which improves decision-making. A step-wise algorithm of the TWDs method based on decision-theoretic rough sets (DTRSs) is given for SDHLTSs. Further, a proposed aggregation operator is used to compute the loss function, and the decision's results are decided by the minimum-loss principle. Finally, a real-world case study of the brand experience of a branded app is considered to demonstrate the efficiency of the proposed methods.