Exploring the Antecedents of Brand Attachment in Branded Applications

• Main Authors: Yun-Ting Yang, 楊芸婷
• Other Authors: Yu-Hui Fang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/7j9568

碩士 === 淡江大學 === 會計學系碩士班 === 106 === With the rapid growth of mobile commerce and smart handheld devices, social, local and mobile（SoLoMo）marketing provided by mobile devices is emerging as a new means attract and engage consumers. Along the same logic, SoLoMo factors may play a role in the use of branded applications（App）.This study aims to explore how consumers perceive smart shopper feelings through App, and whether they will produce brand attachment. This study expects that the SoLoMo factors can influence consumers’ smart shopping feelings, which promote their brand attachment and the brand value. Theoretical and managerial implications are also discussed in this study. Marketers may benefit from our suggestions to make good uses of their branded Apps. So that consumers willing to use and get the latest information from App, increasing the brand attachment.