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The Effects of Task Service Fit on Brand Loyalty: A Study of Branded Apps

Author

Listed:
  • Trang P. Tran

    (East Carolina University, USA)

  • Christopher P. Furner

    (East Carolina University, USA)

  • Ilia Gugenishvili

    (Åbo Akademi University, Finland)

Abstract

Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were found to influence brand loyalty. Also, task-service fit and randed app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.

Suggested Citation

  • Trang P. Tran & Christopher P. Furner & Ilia Gugenishvili, 2022. "The Effects of Task Service Fit on Brand Loyalty: A Study of Branded Apps," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 14(1), pages 1-19, January.
    • Handle: RePEc:igg:jesma0:v:14:y:2022:i:1:p:1-19
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    References listed on IDEAS

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