IDEAS home Printed from https://ideas.repec.org/a/aic/revebs/y2016j17seitzv.html
   My bibliography  Save this article

The Effectiveness Of Branded Mobile Apps On User’S Brand Attitudes And Purchase Intentions

Author

Listed:
  • Victoria A. SEITZ

    () (Marketing Department, California State University San Bernardino, 5500 University Parkway, San Bernardino, CA 92407)

  • Nada M. ALDEBASI

    () (California State University, San Bernardino, 5500 University Parkway, San Bernardino, CA 92407)

Abstract

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 branded apps on consumers’ attitudes toward brands as well as purchase intentions. The sample was drawn from students enrolled at a southwestern university in the United States, resulting in 50 usable questionnaires. Results of Pearson’s correlation analysis indicated that using branded apps strongly influenced users’ attitudes toward brands; however, using branded apps had a smaller impact on purchase intentions. As well, attitudes towards the branded apps, although significant, had a limited impact on purchase intentions. Implications of the findings were then discussed.

Suggested Citation

  • Victoria A. SEITZ & Nada M. ALDEBASI, 2016. "The Effectiveness Of Branded Mobile Apps On User’S Brand Attitudes And Purchase Intentions," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 17, pages 141-154, June.
  • Handle: RePEc:aic:revebs:y:2016:j:17:seitzv
    as

    Download full text from publisher

    File URL: http://www.rebs.ro/articles/pdfs/204.pdf
    Download Restriction: no

    More about this item

    Keywords

    Branded mobile apps; attitudes toward brands; purchase intention;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aic:revebs:y:2016:j:17:seitzv. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sireteanu Napoleon-Alexandru). General contact details of provider: http://edirc.repec.org/data/feaicro.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.