Enhancing brand equity in branded apps : a hedonic and utilitarian motivation ́s perspective
Trang P. Tran, Ilia Gugenishvili and Adrienne F. Muldrow
| Year of publication: |
2023
|
|---|---|
| Authors: | Tran, Trang ; Gugenishvili, Ilia ; Muldrow, Adrienne F. |
| Subject: | branded apps | hedonic motivations | utilitarian motivations | task-service fit | brand equity | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Motivation | Utilitarismus | Utilitarianism | Mobile Anwendung | Mobile application | Markenartikel | Brand | Hedonischer Preisindex | Hedonic price index |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2022.2113909 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014529298