The influence of branded mobile applications on consumers’ perceptions of a brand : the importance of brand experience and engagement

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Sprosen, Stefan
Issue Date
MA Marketing
Dublin Business School
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Purpose: This study aims to understand the real impact of branded mobile applications on consumer’s brand perception. Secondly, this study also aims to understand the importance and influence of the design of the application, and of the concepts of brand experience and engagement created by the application. Methodology: The researcher used a mixed approach. First, he used secondary data by reviewing the literature linked to mobile applications, experience and engagement. The researcher then used primary data, obtained thanks to a mixed of qualitative and quantitative studies. Findings: The experience and the “in-app” engagement created by the application are the key elements influencing consumer brand perceptions. Positive engaging experiences will greatly impact consumer behaviors resulting in more loyalty and word of mouth communication. Additionally, the design of the application, especially the content will have a huge impact on the brand experience created by the application and thus on the brand perceptions. Limitations: The questionnaire was administered via Facebook and Twitter, which can lead to issues linked to the representativeness of the sample. In addition, as this is the first academic research conducted by the researcher, some limitations exists in relation to the lack of experience from the researcher. Practical implications: Practitioners have to understand the concept of brand experience and engagement to implement a successful application and enhance consumer perceptions. They also have to understand the value of design and the role it plays on the two concepts. Value of paper: This dissertation can help practitioners or academics seeking information related to mobile applications in a marketing context. It will also help to understand their impact on consumers brand perceptions and the role experience and engagement plays in shaping these. Author keywords: Branded mobile applications, brand experience, consumer brand engagement, brand perceptions, mobile marketing