The Effectiveness of Branded Mobile Apps on User’s Brand Attitudes and Purchase Intentions
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 bran...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2016-06-01
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| Series: | Review of Economic and Business Studies |
| Subjects: | |
| Online Access: | https://doi.org/10.1515/rebs-2016-0029 |