The Effects of Task Service Fit on Brand Loyalty: A Study of Branded Apps

Tran T. Trang*, Christopher P. Furner, Ilia Gugenishvili

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were found to influence brand loyalty. Also, task-service fit and randed app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.
Original languageEnglish
Pages (from-to)1-19
Number of pages19
JournalInternational Journal of E-Services and Mobile Applications
Volume14
Issue number1
DOIs
Publication statusE-pub ahead of print - 2022
MoE publication typeA1 Journal article-refereed

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