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.
|Julkaisu||International Journal of E-Services and Mobile Applications|
|DOI - pysyväislinkit|
|Tila||Sähköinen julkaisu (e-pub) ennen painettua julkistusta - 2022|
|OKM-julkaisutyyppi||A1 Julkaistu artikkeli, soviteltu|