Identification of two decision‐making paths underpinning the continued use of branded apps
Author:
Affiliation:
1. College of Business, Government and Law Flinders University Adelaide South Australia Australia
2. UniSA Business University of South Australia Adelaide Australia
3. School of Business and Economics Loughborough University Leicestershire UK
Publisher
Wiley
Subject
Marketing,Applied Psychology
Link
https://onlinelibrary.wiley.com/doi/pdf/10.1002/mar.21385
Reference109 articles.
1. Examining and Extending Advertising's Dual Mediation Hypothesis to a Branded Mobile Phone App
2. An Empirical Segmentation of Users of Mobile Banking Apps
3. Do Online Services Contribute to Establishing Brand Equity Within the Retail Banking Context?
4. The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions
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