THE EFFECTIVENESS OF BRANDED MOBILE APPS ON USER’S BRAND ATTITUDES AND PURCHASE INTENTIONS

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By: Victoria A. SEITZ, Nada M. ALDEBASI
JEL: M31
Keywords: Branded mobile apps, attitudes toward brands, purchase intention

The mobile device market, particularly for smart phones, has experienced incredible growth over the past five years. What sets this market apart is the use of applications or apps for just about anything from information to purchases. The purpose of the study was to examine the effectiveness of branded apps on consumers’ attitudes toward brands as well as purchase intentions. The sample was drawn from students enrolled at a southwestern university in the United States, resulting in 50 usable questionnaires.  Results of Pearson’s correlation analysis indicated that using branded apps strongly influenced users’ attitudes toward brands; however, using branded apps had a smaller impact on purchase intentions.  As well, attitudes towards the branded apps, although significant, had a limited impact on purchase intentions.  Implications of the findings were then discussed.