Earticle

초록

영어

The study aims to explore the nature, drivers of BAE. In particular, how and why consumers engage with branded mobile apps. Since consumer engagement is a multi-dimensional and complex phenomenon, the authors took an interpretivist paradigm and used a grounded theory approach by interviewing 24 participants. The findings reveal that branded app engagement (BAE) is triggered by mainly three aspects, i.e., media characteristics (Privacy and security, customization, and convenience), brand-related aspects (brand image and product/ service quality), and benefits sought (inherent and derived). More importantly, we uncover the underlying mechanism for each factor. Furthermore, the study explains the BAE process in its entirety from an app-centric perspective rather the brand powering the app. Thus, the study offers a fresh perspective and novel insights into the BAE process.

목차

ABSTRACT
I. Introduction
II. Conceptual Background
2.1. Consumer Brand Engagement (CBE)
2.2. Consumer Engagement with Branded Mobile Apps
III. Methodology
3.1. Data Collection
3.2. Interview Process
3.3. Data Analysis
3.4. Reliability and Validity Check
3.5. Theoretical Modelling
IV. Findings
4.1. Subjective Media Characteristics
4.2. Brand-related Aspects
4.3. Benefits Sought
4.4. Psychological Engagement
V. Discussion
5.1. Implications
5.2. Limitations and Future Research

저자

• Harish Kumar [ Ph.D., scholar at Management Development Institute Gurgaon, India ] Corresponding Author
• Nikhita Tuli [ Ph.D., MDI Gurgaon, University of Delhi, India ]

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