How does “brand in the hand” work? a model of technology-and emotion-based evaluations contingent on user experience

초록

Background: Branded mobile applications (“apps”) are becoming an effective marketing platform from North America to emerging markets such as East Asia. Objective: This study aimed to test the effectiveness of branded mobile applications based on technology- and emotionbased evaluations as well as customer benefits. Results: Using data collected from students at a large Korean university, the proposed model was supported in that consumer response was more strongly related to attitudes toward brand for branded mobile apps than for other mobile ads. Conclusion: Companies can enhance response to branded application advertising by considering either attitude toward brands or attitude toward ads, which differentially affected ad response based on different levels of user experience. © Research India Publications.

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