Understanding Key Factors Motivating Customers to Purchase Brands via Brand Apps: A Service Dominant Logic Perspective

ABSTRACT Although an increasing amount of research investigates the impact of mobile apps, their influence on brand equity is still underexplored. This research develops a comprehensive model to capture how utilitarian, hedonic, and social motivations enhance value-in-use and brand attachment, which in turn improve customers’ love of a brand and intention to purchase a brand. The work bridges the gap between goods- and service-dominant logic perspectives and provides deeper understanding of the multidisciplinary nature of branded apps. It also generates profound practical implications for brands to successfully plan and develop their apps which will enhance customer’s perceptions of brands.