Steven, Bellman; Shiree, Treleaven-Hassard; Robinson … - In: GfK Marketing Intelligence Review 5 (2013) 2, pp. 24-27
Branded apps represent a new possibility for enhancing brand image and service satisfaction. Compared with other forms of advertising, branded apps are welcomed as useful. Consumers are often more engaged with such apps, and therefore their users tend to process brand-related information more...