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
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|---|---|
| Authors: | Tran, Trang ; Gugenishvili, Ilia ; Muldrow, Adrienne F. |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 30.2024, 3, p. 318-343
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| 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 |
| 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