Identification of two decision‐making paths underpinning the continued use of branded apps
| العنوان: | Identification of two decision‐making paths underpinning the continued use of branded apps |
|---|---|
| المؤلفون: | Naser Pourazad, Nina Michaelidou, Lara Stocchi |
| المساهمون: | Stocchi, Lara, Pourazad, Naser, Michaelidou, Nina |
| المصدر: | Psychology & Marketing. 37:1362-1377 |
| بيانات النشر: | Wiley, 2020. |
| سنة النشر: | 2020 |
| مصطلحات موضوعية: | Marketing, Warrant, brand evaluation, Underpinning, media_common.quotation_subject, Brand awareness, 05 social sciences, brand recognition, branded mobile apps, Identification (information), Empirical research, app continued use, past behavior, mental disorders, 0502 economics and business, Conceptual model, 050211 marketing, Generalizability theory, Relevance (information retrieval), consumer decision-making, Psychology, 050203 business & management, Applied Psychology, media_common |
| الوصف: | This study investigates two decision-making paths that underpin the continued use of branded apps. One path originates from past use of a category of apps and leads to continued use of a branded app from that category via recognition. The second path also starts with past use, but leads to continued use through the evaluation of the app's benefits. Two empirical studies test and subsequently validate the resulting conceptual model, confirming that both paths underpin continued use; however, the strength of the theoretical links varies, and the two paths warrant separate investigation. These outcomes support the generalizability of the proposed model, highlighting its potential as a tool to advance the understanding of consumer decision-making leading to the continued use of branded apps. The findings of this study also yield practical relevance, especially for the delineation of strategies to enhance the chances of market survival of branded apps. Refereed/Peer-reviewed |
| تدمد: | 1520-6793 0742-6046 |
| DOI: | 10.1002/mar.21385 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::9b2382d7ba00a101b2058b875e82a5b6 https://doi.org/10.1002/mar.21385 |
| Rights: | CLOSED |
| رقم الانضمام: | edsair.doi.dedup.....9b2382d7ba00a101b2058b875e82a5b6 |
| قاعدة البيانات: | OpenAIRE |
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