Article2020

Customer-Based Brand Equity for Branded Apps: A Simple Research Framework

Lara Stocchi · Gosia Ludwichowska · Rachel Fuller · Anna Gregoric

28 citations0/0 files storedJournal of Marketing Communications

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

The purpose of this study is to understand how to build strong branded mobile applications, i.e. apps inherently displaying a brand identity. This is pursued by outlining and testing a simple Customer-Based Brand Equity (CBBE) framework, adapted from the latest advances in conceptualisation and measurement of a brand’s intangible value from a consumer perspective. In more detail, this study introduces a series of measures capturing a branded app’s awareness and a key component of a branded app’s image – i.e., brand-attribute associations that make the app ‘mentally available’, or simply more likely to come to mind when deciding which app to download and/or use. These measures are then linked to market penetration to infer the overall strength or equity of a branded app. They are also considered in relation to app stickiness by comparing results for current users of the app vs. non-users of the app. The empirical outcomes of this study highlight that strong branded apps are simultaneously easy to recognise and mentally available. These two factors underpin market penetration within a given category of apps irrespective of stickiness. Combined, these findings advance research on mobile apps and provide guidelines for the strategic management of branded apps that are independent of stores’ rankings.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 28 citations exist upstream.

References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2025Advances in Consumer Research 1990Consumer Evaluations of Brand Extensions 2001Developing and validating a multidimensional consumer-based brand equity scale 2003Brand Synthesis: The Multidimensionality of Brand Knowledge 2014Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement 1999How Advertising Works: What Do We Really Know?2016Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior

Cited by

2022Measuring consumer perception of overall brand equity drivers for m-payments 2020Understanding consumer-based brand equity and its antecedents in international and national banks in Egypt 2020Measuring advertising’s effect on mental availability 2024Exploring the importance of mobile app attributes based on consumers' voices using structured and unstructured data

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.