본문 바로가기
  • Home

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.

Citation status

* References for papers published after 2022 are currently being built.