Mobile Applications: The Brand Usage and Image Relationship

Carolina Guerini and Lara Stocchi

Micro & Macro Marketing, 2016, issue 2, 209-230

Abstract: Adding to the poorness of studies this pare examines the relationship between brand image and usage (current and future) of free and paid branded "mobile" applications. The results obtained from the analysis of a large set of consumer panel data referred to Italian consumers provide two clear empirical findings: there is a positive relationship between brand image and current usage of "mobile" apps; the mentioned relationship is stronger for free "mobile" apps. These findings have straightforward implications for branding practices in the m-context.

Keywords: Mobile Apps; M-brands; M-branding; Brand Image; Usage. (search for similar items in EconPapers)
Date: 2016
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