Brand communication with branded smartphone apps: First insights on possibilities and limits

Bellman, S, Treleaven-Hassard, S, Robinson, J, Varan, D and Potter, R 2013, 'Brand communication with branded smartphone apps: First insights on possibilities and limits', GfK Marketing Intelligence Review, vol. 5, no. 2, pp. 24-27.


Document type: Journal Article
Collection: Journal Articles

Title Brand communication with branded smartphone apps: First insights on possibilities and limits
Author(s) Bellman, S
Treleaven-Hassard, S
Robinson, J
Varan, D
Potter, R
Year 2013
Journal name GfK Marketing Intelligence Review
Volume number 5
Issue number 2
Start page 24
End page 27
Total pages 4
Publisher De Gruyter Open
Abstract The article focuses on the significance of branded applications in improving brand image and customer satisfaction for advertisers. It states that customer affinity to brands is expected to grow as application (app) users are inclined to process brand-related data more favorably. A study reveals that app interaction enhances purchase intention, brand attitude, and customer involvement. It also suggests that the use of branded apps is beneficial in advertising.
Subject Professional Writing
Film, Television and Digital Media not elsewhere classified
Keyword(s) Branded apps
mobile marketing
online advertising
Copyright notice © 2013 GfK-Nürnberg e.V.
ISSN 1865-5866
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