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A design framework of branded mobile applications

Author

Listed:
  • Zhenzhen Zhao

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management)

  • Christine Balagué

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management)

Abstract

Mobile phone applications have received intensive attention by marketers due to the high engagement of users and its positive persuasive impact on brand. However, how can companies get on the right track of designing branded apps? Little research has been done on the identification of the elements which can be used to design branded apps strategy. Our research aims to offer a design framework of branded apps by identifying constructs from the perspective of company, user and technology respectively. By evaluating 84 mobile apps from top 11 FMCG (Fast Moving Consumer Goods) brands, we examine the usage of mobile interaction, social interaction and brand interaction in current branded apps design.

Suggested Citation

  • Zhenzhen Zhao & Christine Balagué, 2014. "A design framework of branded mobile applications," Grenoble Ecole de Management (Post-Print) hal-01273627, HAL.
    • Handle: RePEc:hal:gemptp:hal-01273627
    DOI: 10.1145/2628363.2634224
    as

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