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Engaging Consumers Through Branded Smartphone Applications: A Study of Self-Congruenvy and Customer Brand Engagement

Year: 2013

Type: conference-paper

Abstract: Recent development in mobile technology provides marketers with the opportunity to further connect with customers. The aim of this research is to examine the influence of brand-self fit on customer brand engagement, thus provide a better understanding of how consumers are influenced by branded smartphone applications. Relevant literature on brand-self fit and customer brand engagement is reviewed to build a conceptual framework describing the role of smartphone branded applications upon which propositions are developed.

Source: UTS ePRESS (University of Technology Sydney)

Authors: Alana Thomson, S Rao-Hill, François A. Carrillat

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2279742727

FWCI:

Cites: 29

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Related to: 10