For mobile applications, branding is experience

Rondeau, David B.

doi:10.1145/1070838.1070867

Cited by 40 publications

(33 citation statements)

References 5 publications

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“…In the broad sense, these beliefs define the cognitive structure and constitute consumer expertise (Alba & Hutchinson, 1987). Consumer perceptions about a brand's physical, functional and utilitarian attributes contribute to brand experience (Gentile et al, 2007;Rondeau, 2005;Tynan & McKechnie, 2009). Yet, the verbal cues are important stimuli enhancing consumer brand experiences.…”

Section: Attribute Perceptionmentioning

confidence: 99%

A brand preference and repurchase intention model: the role of consumer experience

Ebrahim

Ghoneim

Irani

et al. 2016

Journal of Marketing Management

186

181

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Consumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. However, the study of brand preference has been limited to traditional marketing focusing on functional attributes to maximise utility. But now the shift to experiential marketing broadens the role of the brand from a bundle of attributes to experiences. Technological advancements have helped to increase the similarities between brand attributes and product commoditisation. Consequently, consumers cannot shape their preferences among brands using rational attributes only. They seek out brands that create experiences; that intrigue them in a sensorial, emotional and creative way. This study seeks to develop a model that provides an understanding of how brand knowledge and brand experience determine brand preference and to investigate its impact on brand repurchase intention. Accordingly, exploratory focus group discussions are employed followed by a survey of mobile phone users in Egypt. The findings provide insights into the relative importance of consumer perceptions on different brand knowledge factors in shaping brand preferences. It also demonstrates the significance of consumers' experiential responses towards brands in developing their brand preferences that in turn influence brand repurchase intention. The model therefore offers managers a new perspective for building strong brands able to gain consumer preferences. ARTICLE HISTORY

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Section: Attribute Perceptionmentioning

confidence: 99%

A brand preference and repurchase intention model: the role of consumer experience

Ebrahim

Ghoneim

Irani

et al. 2016

Journal of Marketing Management

186

181

View full text Add to dashboard Cite

show abstract

“…Research has found usability to be the most significant source of frustration for mobile internet users, indicating the importance of usability in determining customers' perceived quality of an m-commerce web site (Venkatesh et al, 2003). Rondeau (2005) argues that a positive experience using mobile applications, as a result of positive usability, can lead to positive consumer evaluation of the quality of the applications and can be translated by the consumer into a favorable associations towards the brand. Tarafdar and Zhang (2007) empirically confirm that usability has a significant positive impact on loyalty to a web site.…”

Section: M-commerce Attributes and Brand Equitymentioning

confidence: 99%

Factors influencing mobile services adoption: a brand‐equity perspective

2012

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Purpose -The purpose of this study is to develop and validate empirically a research model that depicts the relationships between the identified key value proposition attributes of mobile value-added services and the core factors of brand equity. Design/methodology/approach -Survey data collected from 497 mobile value-added service consumers were examined using structural equation modeling to validate the research model. Findings -The results indicate that the mobile service attributes of personalization, identifiability, and perceived enjoyment have significant positive influences on the key brand equity factors, including brand loyalty, perceived quality, brand awareness, and brand associations. Additionally, the results confirm the significance of all four of the brand equity factors in interpreting consumer purchase intention in the context of mobile value-added service consumption. Practical implications -The research results provide insights into how mobile value-added services may be better designed and delivered to enhance brand equity and, in turn, profits. Originality/value -While the market potential of mobile value-added services and the importance of brand equity have both been widely recognized, the development and empirical validation of a model that specifically depicts the determinants of mobile value-added service consumption from a brand-equity perspective has not yet been undertaken. Consequently, this study investigates the relationships among key m-commerce attributes, core brand-equity components, and consumer behaviors. The research results have extended the application and advanced the understanding of previous mobile-commerce and brand-equity theories in the context of mobile value-added service consumption.

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“…Rondeau [9] provides insight on the importance of branding and how it relates to mobile applications. He discusses the challenges of branding an application on a mobile device which features many competing brands itself.…”

Section: Related Workmentioning

confidence: 99%

Toward a Framework for the Discovery and Acquisition of Mobile Applications

Mahmoud

Popowicz

2010

2010 Ninth International Conference on Mobile Business and 2010 Ninth Global Mobility Roundtable (ICMB-GMR)

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Mobile application development is a field that has gone through rapid change during the past two decades. Although, in the past, the development and control of mobile devices was performed by phone manufacturers and network carriers, and development was done 'in house', the evolution of mobile device capabilities has expanded the potential for mobile application developers. This evolution has created four main actors in the world of mobile applications: the network carrier, the phone manufacturer, the service provider, and the application developer. The application developer must run through a gauntlet of important decisions and choices to create a successful and marketable application. In this paper we investigate and analyze the challenges mobile developers face. A framework for the aggregation of major mobile application distribution channels is introduced with the aim of providing an efficient way to locate, purchase, and download a mobile application onto a mobile device.

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For mobile applications, branding is experience

Cited by 40 publications

References 5 publications

A brand preference and repurchase intention model: the role of consumer experience

A brand preference and repurchase intention model: the role of consumer experience

Factors influencing mobile services adoption: a brand‐equity perspective

Toward a Framework for the Discovery and Acquisition of Mobile Applications

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