Journal of
Marketing Development and Competitiveness
Scholar Gateway
Abstracts prior to volume 5(1) have been archived!Issue 5(1), October 2010 -- Paper AbstractsGirard (p. 9-22)Cooper (p. 23-32)Kunz-Osborne (p. 33-41)Coulmas-Law (p.42-46)Stasio (p. 47-56)Albert-Valette-Florence (p.57-63)Zhang-Rauch (p. 64-70)Alam-Yasin (p. 71-78)Mattare-Monahan-Shah (p. 79-94)Nonis-Hudson-Hunt (p. 95-106) 
JOURNAL OF APPLIED BUSINESS AND ECONOMICS
Leveraging the Power of Branded Apps: An Exploratory Study of Salient Performance
Author(s): Peggy Choong, Paul S. Richardson, Paul Sauer, Alyssa Fazio
Citation: Choong Peggy, Richardson Paul S., Sauer Paul, Fazio Alyssa, (2016)"Leveraging the Power of Branded Apps: An Exploratory Study of Salient Performance," Journal of Applied Business and Economics, Vol. 18, Iss. 7, pp. 53-64
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Branded mobile apps are applications developed by companies that carry the names of the organizations
and their logos. Consumers personally select and download these apps. They encounter them multiple
times as they scroll through their smartphones during the course of the day. Branded apps are like
billboards on personal smartphones. They represent significant potential to marketers to reach and
engage with their consumers. The question of what service attributes to include in the branded apps
remains unclear. This research identifies key factor dimensions of branded mobile apps and examines
their impacts on satisfaction and quality of shopping experience in hybrid stores and exclusively online
retailers. The findings contribute toward an understanding of BrandApp-Qual and has managerial
implications.
