An app a day keeps a customer connected: Explicating loyalty to brands and branded applications through the lens of affordance and service-dominant logic
YH Fang - Information & Management, 2019 - Elsevier
The rise of mobile apps is compelling ambitious companies to rush to market their own
branded apps in hopes of building customers' brand loyalty. By applying service-dominant …
branded apps in hopes of building customers' brand loyalty. By applying service-dominant …
Exploring task-service fit and usefulness on branded applications continuance
YH Fang - Journal of Services Marketing, 2017 - emerald.com
Purpose Providing that branded applications (apps) became a new trend in mobile
marketing, the purpose of this study, thus, is to explore how to promote app users' …
marketing, the purpose of this study, thus, is to explore how to promote app users' …