The Role of Branded Apps in Brand Engagement

Lee, Sungmi (이성미)

doi:10.25111/jcd.2018.63.03

The Role of Branded Apps in Brand Engagement

Journal of Communication Design
Abbr : JCD
2018, 63(), pp.35-46
DOI : 10.25111/jcd.2018.63.03
Publisher : CDAK Society of Communication Design
Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
Received : March 10, 2018
Accepted : April 23, 2018

Lee, Sungmi ¹

¹한신대학교

Accredited

ABSTRACT

This research explores the relationship between perceived value of branded applications(apps) and brand engagement. Also, this research investigated how consumer satisfaction with branded apps moderate the relationship between perceived value of apps and brand engagement. The findings of survey show that the utility of apps and the level of confirmed expectation are significant factors in predicting brand engagement. Also the results confirm that consumer satisfaction with branded apps moderates the relationship between perceived value of apps and brand engagement. Important implications of the study are discussed.

KEYWORDS

Brand Engagement, Branded Apps, Digital Advertising

Citation status

* References for papers published after 2023 are currently being built.

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Journal of Communication Design 2023 KCI Impact Factor : 1.25

The Role of Branded Apps in Brand Engagement

ABSTRACT

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Citation status

* References for papers published after 2023 are currently being built.

Journal of Communication Design 2023 KCI Impact Factor : 1.25

The Role of Branded Apps in Brand Engagement

ABSTRACT

KEYWORDS

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* References for papers published after 2023 are currently being built.