Enhancing brand equity in branded apps: A hedonic and utilitarian motivation´s perspective

Abstract

ABSTRACT Although an increasing amount of research nowadays investigates the impact of mobile apps, how branded apps influence desirable outcomes, such as brand equity, remains underexplored. This research develops a conceptual model to capture how perceived motivations and task-service fit influence brand engagement and enhance brand equity via branded apps. Data collected from 292 mobile app users show that utilitarian motivations positively impact task-service fit, that task-service fit has a positive impact on consumer brand engagement and brand equity, and that consumer brand engagement has a positive impact on brand equity. Conversely, hedonic motivations do not significantly influence task-service fit. This work provides a better understanding of the influence of task-service fit on brand equity via branded apps. It also generates practical implications for brands to successfully develop their apps and use them to enhance brand equity.