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About Peng 2014
This study examines how brand relationships and perceived consumption values influence consumers' adoption of branded mobile apps. The researchers developed a model integrating literature on consumer-brand relationships and the theory of consumption values. A survey of 245 participants who used banking apps from three large Taiwanese banks found that stronger brand attachment, brand identification, and overall perceived consumption values positively impacted users' intentions to continue using branded apps. The findings provide insights into how brand relationships and perceived functional and non-functional values can drive continued adoption of branded mobile applications.
Detailed Information
Author: | ['Haris bin Khalid'] |
---|---|
Publication Year: | 2017 |
Pages: | 14 |
Language: | English |
Format: | |
Price: | FREE |
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