Leveraging the Power of Branded Apps: An Exploratory Study of Salient Performance

Abstract

Branded mobile apps are applications developed by companies that carry the names of the organizations and their logos. Consumers personally select and download these apps. They encounter them multiple times as they scroll through their smartphones during the course of the day. Branded apps are like billboards on personal smartphones. They represent significant potential to marketers to reach and engage with their consumers. The question of what service attributes to include in the branded apps remains unclear. This research identifies key factor dimensions of branded mobile apps and examines their impacts on satisfaction and quality of shopping experience in hybrid stores and exclusively online retailers. The findings contribute toward an understanding of BrandApp-Qual and has managerial implications.