Brand relationship, consumption values and branded app adoption

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to examine influential factors on branded app adoption from the perspectives of brand relationship and consumption values. Thus a research model integrating consumer-brand relationship literature and the theory of consumption values is developed. Design/methodology/approach -Using the survey approach, 245 participants were recruited from several app market forums and app fan communities. The banking apps issued by three large banks in Taiwan were used in the research. Findings -The findings support the research model and confirm that brand relationship in terms of brand attachment and brand identification, and perceived overall consumption values are influencing factors in branded app adoption.Research limitations/implications -The research advances the understanding of the effect of brand relationship on branded app use behavior and the functional and non-functional value components pertaining to branded apps. Originality/value -Little research has investigated if brand-consumer relationship and consumption values can sustain and continually impact consumers' choice in mobile apps.

Drivers and outcomes of branded mobile app usage intention

“…Bellman et al, 2011). Moreover, Peng et al (2014) remark that it is widely accepted that apps satisfy the utilitarian and nonutilitarian needs of consumers, and that this facilitates the consumers' decision to use a branded app. The usage itself exposes the consumer to several favourable features, which can bolster the feelings and attachment between the consumer and the brand, exerting positive effects such as sense of belongingness and sameness with the brand.…”

“…Above all, branded apps can deliver important outcomes that can yield economic returns -e.g., in the form of positive attitudes, purchase intentions, advertising response and consumer engagement (Seitz and Aldebasi, 2016;Yang, 2016). Furthermore, branded apps represent tools that firms can use to establish new connections with customers and to reinforce existing ones, creating unique customer experiences (Kim, Lin and Sung, 2013;Peng, Chen and Wen, 2014). Moreover, branded apps differ to some extent from other mobile technologies, given the considerable potential for consumer engagement and interconnectivity (e.g., Seitz and Aldebasi, 2016;Yu, 2013).…”

“…Empirical research that has focused on the adoption of branded apps includes Peng et al (2014). Extending the line of thought of Bellman et al's (2011) work, Peng and colleagues (2014) examine how branded apps might reinforce the pre-existing relationship between consumers and the brand powering the apps via the provision of additional stimuli and touchpoints.…”

An Empirical Examination of the Relation between Consumption Values, Mobil Trust and Mobile Banking Adoption

“…The consumption values theory has been used in many studies in marketing literature (see. Finch, 2006;Lin, Huang & Wang, 2010;Lin & Huang, 2012;Punj, 2011;Peng, Chen & Wen, 2014;Wang, Liao & Yang, 2013;Bolker, Gimpel & Hedman, 2009). Bolker et al (2009 had examined the experiences of smart phone users with the consumption values theory, and had concluded that all five consumption values have significant contributions to explain and understand the consumer experiences.…”

Who Uses Mobile Apps Frequently on Vacation? Evidence from Tourism in Switzerland

“…Following the technology acceptance model and its successors current empirical research applies the theoretical terms "perceived ease of use", "perceived usefulness" and "perceived risks" as central components to explain mobile app use in general (e.g. Kappor, Dwivedi, & Williams, 2014;Khalifa & Shen, 2008;Peng, Chen, & Wen, 2014;Schierz, Schilke, & Wirtz, 2010;Taylor & Levin, 2014;Yang, 2013;Yang, Lu, Gupta, & Cao, 2012). However, recent research begins to extend the model and to include more variables with respect to concrete application contexts of mobile apps-like brand marketing (Peng et al, 2014), mobile commerce (Khalifa & Shen, 2008) and mobile payment (Kappor et al, 2014;Schierz et al, 2010;Yang et al, 2012).…”