Branded apps and purchase behavior

Writing a shopping list using the Appie app, checking when the next train arrives with the NS app, searching for the latest fashion trends with the H&M app, or creating and managing one’s own airline with the KLM gaming-app. Nowadays, everyone of us regularly uses mobile apps originating from brands, the so-called branded apps. But what effect does the use of branded apps actually have on real consumer behavior? Su Jung Kim, Rebecca Jen-Hui Wang and Edward Malthouse, affiliated with Iowa State University and Northwestern University, tried to find an answer to this question. More specifically, they investigated whether the use of two main interactive features of branded apps – information loo

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