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Brand Communication with Branded Smartphone Apps: First Insights on Possibilities and Limits

Author

Listed:
  • Bellman Steven

    (Associate Professor, Audience Labs, Murdoch University, Australia)

  • Treleaven-Hassard Shiree

    (Researcher, Audience Labs, Murdoch University, Australia)

  • Robinson Jennifer A.

    (Senior Research Fellow, Audience Labs, Murdoch University, Australia)

  • Varan Duane

    (Executive Director, Audience Labs, Murdoch University, Australia)

  • Potter Robert F.

    (Associate Professor, Institute for Communication Research, Indiana University, Bloomington, Indiana, U.S.)

Abstract

Branded apps represent a new possibility for enhancing brand image and service satisfaction. Compared with other forms of advertising, branded apps are welcomed as useful. Consumers are often more engaged with such apps, and therefore their users tend to process brand-related information more deeply and for a longer time than during passive consumption of other media. Research confirmed that app interaction consistently improved brand attitude, purchase intention and involvement in the respective product category. Remarkably, not only the brand itself, but the general interest for the whole category, was positively affected. Even though the results are promising, there are some “real world” issues that might limit the branded app’s success. First, it is becoming increasingly challenging for companies to ensure a new app is noticed when there are several hundred thousand others available. Second, to actually be used by consumers on a regular basis, the apps need to provide real benefits.

Suggested Citation

  • Bellman Steven & Treleaven-Hassard Shiree & Robinson Jennifer A. & Varan Duane & Potter Robert F., 2013. "Brand Communication with Branded Smartphone Apps: First Insights on Possibilities and Limits," GfK Marketing Intelligence Review, Sciendo, vol. 5(2), pages 24-27, November.
    • Handle: RePEc:vrs:gfkmir:v:5:y:2013:i:2:p:24-27:n:5
    DOI: 10.2478/gfkmir-2014-0014
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