When Are Apps Worth Paying For?

Stocchi, Lara; Guerini, Carolina; Michaelidou, Nina

doi:10.2501/jar-2017-035

Cited by 25 publications

(11 citation statements)

References 35 publications

(36 reference statements)

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“…AvPSNu and KUa. The findings related to the impact of the NAU on the UBR are consistent with research on branded app performance evaluation (Stocchi et al, 2017). Those authors concluded that the double jeopardy effect in branded apps helps explain the decrease in brand usage for brands with less market share.…”

Section: Discussionsupporting

confidence: 82%

“…Another topic that has been researched is the performance of branded mobile apps based on established marketing laws like the brand usage and image relationship and the double jeopardy effect (Stocchi et al, 2017). The findings of Stocchi et al (2017) are relevant for empirical assessment of the type of mobile app likely to attract more users (active users) and its potential effect on UBR strength measurement.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Brand relationships in wireless mobile environments: The mediating role of apps

Davalos

García‐Duque

2023

Int J Consumer Studies

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Brands use branded mobile apps to interact with users and to develop brand relationships in wireless mobile environments. These apps collect data about users and app usage, which are potentially helpful for brand relationship research. We aim to contribute to understanding the user-brand relationship (UBR) measurement mediated by branded apps, an area with very limited research, with a focus on leveraging these apps as a gauging context to measure the UBR strength. We propose a data-driven model to measure the UBR strength that combines metrics computed by using branded app data with close interpersonal relationship indicators. We conducted a computer simulation to test the proposed model. Our findings show that app usage time is the metric that most affects UBR strength measurement. The results suggest that time is essential for developing brand relationships in wireless mobile environments, much like in interpersonal relationships. The proposed model can be supplemented with other metrics to study new attributes associated with the UBR that might emerge in these environments.

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Section: Discussionsupporting

confidence: 82%

Section: Theoretical Backgroundmentioning

confidence: 99%

Brand relationships in wireless mobile environments: The mediating role of apps

Davalos

García‐Duque

2023

Int J Consumer Studies

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“…Only two users have expressed a willingness to pay for the app in the future. Applications that are still in their infancy or new should not be charged because they build a reputation for the brand and attract more users [28][29]. Gradually, as application users feel appropriate and suited to their needs.…”

Section: Discussionmentioning

confidence: 99%

Feasibility Evaluation of an Android-based Nutrition App (Dietducate) Among Nutritionists Using the User Version of The Mobile Apps Rating Scale (uMARS)

Iqbal

Nurrahmawati

Husin

2023

jtim

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Online nutrition consultations are one of the strategic measures utilized to address complex nutritional issues. The use of smartphones in Indonesia is on the rise, particularly smartphones with the Android operating system. Indonesia has entered the 4.0 Industrial Revolution, which involves the application of technology in a variety of fields, including the healthcare industry. One application of this technology is the creation of the android application "dietducate." Using the uMARS (End-User Version of The Mobile Apps Rating Scale) method, this study aims to assess the feasibility of the android-based health application "dietducate" for nutritionists. Utilizing the uMARS research method and a 5-point scale, the research design is quantitative. Using a technique of purposive sampling, up to 35 nutritionists were gathered as subjects. The application evaluation was conducted using the uMARS questionnaire. The results indicated that the application quality score was within the acceptable range (4.05 out of 5). The component outcomes are determined by four supporting factors: involvement, functionality, aesthetics, and information. The results of each score are 3.97, 4.03, 4.02, and 4.23, respectively. It can be concluded that nutritionists can utilize the dietducate application. This app is also regarded as user-friendly and efficient for completing nutritionists' work. However, there are too many advertisements and minor bugs that need fixing to optimize app performance.

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“…They help build brand identity, create brand experience, and encourage brand-consumer interactions, thus generating both opportunities and challenges for enterprises [2]. According to Stocchi et al [3], with consumers worldwide using mobile apps extensively, a growing number of enterprises have realized the importance of app-based marketing. Well-known major brands, including Apple, Google, and Amazon, have already established their presence in the app market.…”

Section: Introductionmentioning

confidence: 99%

“…This makes the use of branded apps an important research area. While much of the past literature on branded apps focused on the causal relationships among brand image, customer loyalty, satisfaction, purchase intention, and performance [1,3,6,7], limited studies used fuzzy decision analysis to identify differences between major facets of consumers' holistic brand experience of branded apps. Furthermore, the impact of branded apps on customer loyalty and satisfaction has not received much attention.…”

Section: Introductionmentioning

confidence: 99%

A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations

Hsu

Chen²,

Yang

2021

Symmetry

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Branded apps are not only an important platform for enterprises and customers to have real-time interactions and communicate marketing messages, but also a new business model that encourages value co-creation between the two. In order to explore the impact of branded apps on customers, this study constructs a fuzzy multi-criteria decision making (FMCDM) analysis model, and it uses consistent fuzzy linguistic preference relations (CFLPR) to set up a symmetric pairwise comparison matrix, which greatly reduces the complexity and error rate of calculations. Empirical research findings show that brand experience attributes and the influence of brand experience on customer loyalty and satisfaction can be more accurately measured. As a consequence of this study, we show that, among the brand experience facets of two retail chain branded apps, behavioral experience is the most favored, while affective experience is the least favored. Furthermore, brand attachment and active participation should be strengthened to enhance customer loyalty. Through the analytical model employed in this study, enterprises can regularly monitor changes in the brand experience preferences of branded app users and evaluate app performance to flexibly adjust mobile device-based marketing campaigns and strategies. It can also aid enterprises in using mobile devices effectively to improve customer loyalty and address the issue of diminishing brand loyalty.

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When Are Apps Worth Paying For?

Cited by 25 publications

References 35 publications

Brand relationships in wireless mobile environments: The mediating role of apps

Brand relationships in wireless mobile environments: The mediating role of apps

Feasibility Evaluation of an Android-based Nutrition App (Dietducate) Among Nutritionists Using the User Version of The Mobile Apps Rating Scale (uMARS)

A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations

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