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Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing |
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| Institution: | 1. Department of Civil Engineering, Curtin University, GPO Box U1987, Perth WA 6842, Australia;2. Department of Construction Management, Curtin University, GPO Box U1987, Perth WA 6842, Australia;3. School of Civil Engineering and Mechanics, Huazhong University of Science and Technology, Wuhan 430074, China |
| Abstract: | The purpose of this paper is to examine the utilization of the marketing adaptability of branded mobile applications (apps) in order to understand the relationship between consumers and their attachment to branded apps. We develop a model grounded in the purchaser-brand relationship theory of remarketing in order to develop the consumer-brand relationship through mediator brand experience (BE) and moderator digital footprint. A survey was conducted with 421 participants from different regions in India. AMOS 21.0 and SPSS plugin called “Process Analysis System” proposed by Hayes (2013) were used to analyze the hypotheses. The results corroborate the proposed research model. It approves brand association with brand connection for those brands that are easily identifiable. The result also confirms that the comprehensive consumption values are the major influencing factors in the adoption of branded apps. The study enhances the comprehension of the impact of brand connotation on consumer behavior in terms of the usage of various branded apps and the practical and non-useful esteem attached to them. |
| Keywords: | Mobile apps usage Digital footprint Remarketing Brand experience Brand attachment Brand vocal Brand loyal Brand satisfaction |
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