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Facilitation of “strong” branded application outcomes – the self-concept perspective

Journal of Product and Brand Management, ISSN: 1061-0421, Vol: 30, Issue: 7, Page: 976-989
2020
  • 14
    Citations
  • 0
    Usage
  • 85
    Captures
  • 0
    Mentions
  • 113
    Social Media
Metric Options:   Counts1 Year3 Year

Metrics Details

  • Citations
    14
    • Citation Indexes
      14
  • Captures
    85
  • Social Media
    113
    • Shares, Likes & Comments
      113
      • Facebook
        113

Article Description

Purpose: People spend more than 90% of their smartphone usage time on mobile applications (apps). Companies have capitalized on this opportunity to develop various types of branded apps. However, due to fierce competition in the app market, most branded apps have a low retention rate. Drawing on the theory of psychological ownership, this study aims to investigate drivers of what we call “strong” indicators of branded app outcomes or, namely, indicators of app engagement that reveal a higher level of consumer brand commitment. Design/methodology/approach: Two studies were conducted using online and offline surveys. Partial least squares structural equation modelling was used for data analysis. Findings: The results of the two studies confirm the research hypothesis. When utility-related antecedents (perceived usefulness and ease of use) are controlled for, self-brand congruity and investment size facilitate psychological ownership towards a branded app, which, in turn, generates feedback intention and brand evangelism. Originality/value: Unlike the utilitarian perspective on user engagement with branded apps, the current research contributes to the literature by proposing a self-concept perspective that can drive strong indicators of branded app marketing outcomes. Two strategies through which practitioners can facilitate these indicators and create a competitive advantage for their companies are proposed.

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