Enhancing brand equity in branded apps: A hedonic and utilitarian motivation´s perspective-Reference-Cited by-同舟云学术

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Enhancing brand equity in branded apps: A hedonic and utilitarian motivation´s perspective

Published:2022-08-24 Issue: Volume: Page:1-26
ISSN:1352-7266
Container-title:Journal of Marketing Communications
language:en
Short-container-title:Journal of Marketing Communications

Author:

Tran Trang P.¹^ORCID,Gugenishvili Ilia²^ORCID,Muldrow Adrienne F.³^ORCID

Affiliation:

1. Department of Marketing & Supply Chain Management, College of Business, East Carolina University, Greenville, NC, USA

2. Department of International Marketing, Åbo Akademi University, Turku, Finland

3. School of Communication, College of Fine Arts and Communication, East Carolina University, Greenville, NC, USA

Publisher

Informa UK Limited

Subject

Marketing,Business and International Management

Link

https://www.tandfonline.com/doi/pdf/10.1080/13527266.2022.2113909

Reference102 articles.

1. Building Mobile Brand Equity: The Mediating Roles of Perceived Values

2. Examining and Extending Advertising's Dual Mediation Hypothesis to a Branded Mobile Phone App

3. A consumer-perceived consumer-based brand equity scale

4. Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value

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1. The value of self-determination theory in marketing studies: Insights from the application of PLS-SEM and NCA to anti-food waste apps;Journal of Business Research;2024-02

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