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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...

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Detalles Bibliográficos
Autores principales:	Plotkina, Daria, Rabeson, Landisoa
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Palgrave Macmillan UK 2022
Materias:	Original Article
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9371633/ http://dx.doi.org/10.1057/s41262-022-00288-4

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