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The role of transactionality of mobile branded apps in brand experience and its impact on loyalty
Branded apps are gaining momentum in branding strategies, as they allow proximity to the customers and a great opportunity to engage and retain them. This paper aims to fill in the existing literature gap and investigate the role of transactionality in the effect of branded app experience on brand l...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Palgrave Macmillan UK
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9371633/ http://dx.doi.org/10.1057/s41262-022-00288-4 |