Understanding drivers and outcomes of brand attachment in mobile branded apps
ISSN: 0736-3761
Article publication date: 3 December 2020
Issue publication date: 12 January 2021
Abstract
Purpose
Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents and outcomes of consumer brand attachment in a mobile app context.
Design/methodology/approach
A model is developed in which antecedents and outcomes of brand attachment in a branded mobile app context are examined. Data collected from 228 mobile app users were analyzed using PLS-SEM.
Findings
The results confirm that hedonic motivation is positively associated with brand attachment. Nevertheless, the effects of utilitarian motivation and social motivation on brand attachment are not supported. As anticipated, brand attachment is positively associated with three outcomes, including continuance intention, purchase intention and word-of-mouth communication.
Originality/value
The paper extends the Mobile Application Stickiness paradigm by including brand characteristics, which had not previously been explored. Also, in terms of attachment in a mobile context, only affection has been explored; this study includes connection and passion to investigate how those components enhance desired outcomes.
Keywords
Acknowledgements
The authors want to thank anonymous reviewers whose constructive comments are instrumental in improving the quality of this paper.
Citation
Tran, T.P., Furner, C.P. and Albinsson, P.A. (2021), "Understanding drivers and outcomes of brand attachment in mobile branded apps", Journal of Consumer Marketing, Vol. 38 No. 1, pp. 113-124. https://doi.org/10.1108/JCM-02-2020-3657
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited