Understanding key factors motivating customers to purchase brands via brand apps : a service dominant logic perspective
Trang P. Tran, McKenzie May and Christine M. Kowalczyk
| Year of publication: |
2022
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|---|---|
| Authors: | Tran, Trang P. ; May, McKenzie ; Kowalczyk, Christine M. |
| Published in: |
Services marketing quarterly. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1533-2977, ZDB-ID 2113057-7. - Vol. 43.2022, 1, p. 67-86
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| Subject: | brand attachment | brand love | Branded mobile apps | motivations | purchase intention | value in use | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Mobile Anwendung | Mobile application | Markenartikel | Brand | Markenimage | Brand image | Motivation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/15332969.2021.1997503 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012801857