Does digital footprint act as a digital asset? - Enhancing brand experience through remarketing
Does digital footprint act as a digital asset? - Enhancing brand experience through remarketing
复制标题
DOI：
10.1016/j.ijinfomgt.2019.03.013
复制
发表时间：
2019-12-01
影响因子：
21
通讯作者：
Paul, Justin
中科院分区：
文献类型：
--
作者：
Arya, Vikas;Sethi, Deepa;Paul, Justin
本文的目的是研究品牌移动应用程序（app）营销适应性的利用，以了解消费者及其对品牌应用程序的依恋之间的关系。我们开发了一个基于再营销的购买者-品牌关系理论的模型，以便通过调解者品牌体验 (BE) 和调解者数字足迹来发展消费者-品牌关系。对来自印度不同地区的 421 名参与者进行了一项调查。使用 Hayes (2013) 提出的 AMOS 21.0 和 SPSS 插件“过程分析系统”来分析假设。结果证实了所提出的研究模型。它批准那些易于识别的品牌的品牌关联与品牌联系。结果还证实，综合消费价值观是品牌应用采用的主要影响因素。该研究通过各种品牌应用程序的使用以及对它们的实用和无用尊重来增强对品牌内涵对消费者行为影响的理解。
The purpose of this paper is to examine the utilization of the marketing adaptability of branded mobile applications (apps) in order to understand the relationship between consumers and their attachment to branded apps. We develop a model grounded in the purchaser-brand relationship theory of remarketing in order to develop the consumer-brand relationship through mediator brand experience (BE) and moderator digital footprint. A survey was conducted with 421 participants from different regions in India. AMOS 21.0 and SPSS plugin called "Process Analysis System" proposed by Hayes (2013) were used to analyze the hypotheses. The results corroborate the proposed research model. It approves brand association with brand connection for those brands that are easily identifiable. The result also confirms that the comprehensive consumption values are the major influencing factors in the adoption of branded apps. The study enhances the comprehension of the impact of brand connotation on consumer behavior in terms of the usage of various branded apps and the practical and non-useful esteem attached to them.