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Designing branded mobile apps : fundamentals and recommendations

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

The development of mobile applications has represented a challenge and opportunity for companies to market their brands and products through a new channel; however, the branded mobile applications (branded apps) currently available in the market are far from perfect and existing app designs do not yet have wellestablished mobile and social features. This article offers systematic guidelines for branded app design by identifying different levels of strategies that should be taken into consideration by companies. We illustrate five business objectives (communication, customer relationship management, sales, product innovation, and marketing research) and identify five types of branded apps (tool-, game-, social-, m-commerce-, and design-centric). Three functional building blocks are proposed to specify how mobile features, social features, and brand mention elements should be incorporated into branded app development. Various examples of branded apps are provided to illustrate relevant best practices in order to guide marketers in improving branded app design.

Suggested Citation

  • Zhenzhen Zhao & Christine Balagué, 2015. "Designing branded mobile apps : fundamentals and recommendations," Grenoble Ecole de Management (Post-Print) hal-01273668, HAL.
    • Handle: RePEc:hal:gemptp:hal-01273668
    DOI: 10.1016/j.bushor.2015.01.004
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    Citations

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    Cited by:

    1. Miguel Llorens & Adolfo Hernández, 2021. "A study on the downloading intention of fashion retailers’ apps," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(4), pages 349-362, December.
    2. Sylwia Sobolewska, 2017. "Mobile Applications in the Process of Information Flow between Companies and Customers," Collegium of Economic Analysis Annals, Warsaw School of Economics, Collegium of Economic Analysis, issue 44, pages 99-110.
    3. van Noort, Guda & van Reijmersdal, Eva A., 2019. "Branded Apps: Explaining Effects of Brands' Mobile Phone Applications on Brand Responses," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 16-26.
    4. Kumar, Deepak S. & Purani, Keyoor & Viswanathan, Shyam A., 2018. "Influences of ‘appscape’ on mobile app adoption and m-loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 132-141.
    5. Cenamor, Javier, 2021. "Complementor competitive advantage: A framework for strategic decisions," Journal of Business Research, Elsevier, vol. 122(C), pages 335-343.
    6. van Heerde, Harald J. & Dinner, Isaac M. & Neslin, Scott A., 2019. "Engaging the unengaged customer: The value of a retailer mobile app," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 420-438.
    7. Daria Plotkina & Landisoa Rabeson, 2022. "The role of transactionality of mobile branded apps in brand experience and its impact on loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 470-483, September.
    8. Hong-Wen Lin & Ya-Cing Jhan & Yuan Tseng, 2019. "Behavioral intention of using one-stop mobile application: evidence from department stores," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 9(12), pages 401-412, December.
    9. Oseyenbhin Sunday Osemeahon & Mary Agoyi, 2020. "Linking FOMO and Smartphone Use to Social Media Brand Communities," Sustainability, MDPI, vol. 12(6), pages 1-11, March.
    10. Molinillo, Sebastian & Navarro-García, Antonio & Anaya-Sánchez, Rafael & Japutra, Arnold, 2020. "The impact of affective and cognitive app experiences on loyalty towards retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    11. Hamzah, Muhammad Iskandar & Ramli, Faten Aisyah Ahmad & Shaw, Norman, 2023. "The moderating influence of brand image on consumers' adoption of QR-code e-wallets," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    12. Tutunea Mihaela Filofteia, 2016. "Mobile Applications For Tourism. Study Regarding Their Use By Romanians," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 4, pages 78-84, August.
    13. Pop, Rebeka-Anna & Hlédik, Erika & Dabija, Dan-Cristian, 2023. "Predicting consumers' purchase intention through fast fashion mobile apps: The mediating role of attitude and the moderating role of COVID-19," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    14. 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.
    15. Alnawas, Ibrahim & Aburub, Faisal, 2016. "The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 313-322.
    16. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "The abandonment behaviour of the branded app consumer: A study using interpretive structural modelling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    17. Shahid, Shadma & Islam, Jamid Ul & Malik, Shehla & Hasan, Uzma, 2022. "Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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