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Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing

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  • Arya, Vikas
  • Sethi, Deepa
  • Paul, Justin

Abstract

The purpose of this paper is to examine the utilization of the marketing adaptability of branded mobile applications (apps) in order to understand the relationship between consumers and their attachment to branded apps. We develop a model grounded in the purchaser-brand relationship theory of remarketing in order to develop the consumer-brand relationship through mediator brand experience (BE) and moderator digital footprint. A survey was conducted with 421 participants from different regions in India. AMOS 21.0 and SPSS plugin called “Process Analysis System” proposed by Hayes (2013) were used to analyze the hypotheses. The results corroborate the proposed research model. It approves brand association with brand connection for those brands that are easily identifiable. The result also confirms that the comprehensive consumption values are the major influencing factors in the adoption of branded apps. The study enhances the comprehension of the impact of brand connotation on consumer behavior in terms of the usage of various branded apps and the practical and non-useful esteem attached to them.

Suggested Citation

  • Arya, Vikas & Sethi, Deepa & Paul, Justin, 2019. "Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing," International Journal of Information Management, Elsevier, vol. 49(C), pages 142-156.
    • Handle: RePEc:eee:ininma:v:49:y:2019:i:c:p:142-156
    DOI: 10.1016/j.ijinfomgt.2019.03.013
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    Citations

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    Cited by:

    1. Das, Manish & Saha, Victor & Jebarajakirthy, Charles & Kalai, Anjana & Debnath, Nirmalya, 2022. "Cultural consequences of brands' masstige: An emerging market perspective," Journal of Business Research, Elsevier, vol. 146(C), pages 338-353.
    2. Chakraborty, Debarun & Paul, Justin, 2023. "Healthcare apps’ purchase intention: A consumption values perspective," Technovation, Elsevier, vol. 120(C).
    3. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    4. Kato Takumi, 2022. "Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(1), pages 70-90, March.
    5. Sharma, Anshuman & Dwivedi, Rohita & Mariani, Marcello M. & Islam, Tahir, 2022. "Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model," Technological Forecasting and Social Change, Elsevier, vol. 180(C).

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