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

    1 Citation (Scopus)
    21 Downloads (Pure)


    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 appsinfluence brand attitudes. The primary research objective isto 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, the authors were able to identify the following relationships: perceptions of task-service fit and co-creation were found to influence brand loyalty. Also, task-service fit and branded 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
    Article number285545
    Pages (from-to)1-19
    Number of pages19
    JournalInternational Journal of E-Services and Mobile Applications
    Issue number1
    Publication statusPublished - 2022
    MoE publication typeA1 Journal article-refereed


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