The role of transactionality of mobile branded apps in brand experience and its impact on loyalty
Daria Plotkina, Landisoa Rabeson
| Year of publication: |
2022
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|---|---|
| Authors: | Plotkina, Daria ; Rabeson, Landisoa |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 29.2022, 5, p. 470-483
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| Subject: | Customer experience | Identification with the brand | Loyalty | Non-transactional branded app | Perceived brand personality | Satisfaction | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Kundenzufriedenheit | Customer satisfaction | Markenartikel | Brand | Mobile Anwendung | Mobile application | Markentreue | Brand loyalty |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-022-00288-4 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013391064