Presentation Title
The Effectiveness of Branded Mobile Phone Apps on Users’ Attitudes toward the Brand and Purchase Intentions
Presentation Type
Oral Presentation
College
Jack H. Brown College of Business and Public Administration
Major
Marketing
Session Number
1
Location
RM 218
Faculty Mentor
Dr. Victoria Seitz
Juror Names
Moderator: Dr. Victoria Seitz
Start Date
5-19-2016 2:00 PM
End Date
5-19-2016 2:20 PM
Abstract
The mobile device market, particularly for smartphones, has experienced incredible growth over the past five years. What sets this market apart is the use of applications or apps for just about anything from information to purchases. The purpose of the study was to examine the effectiveness of branded apps on consumers’ attitudes toward brands as well as purchase intentions. The population for this study were consumers 18 to 45 at a southwestern university in the United States, resulting in 54 respondents participating in the survey. Results indicated that using branded apps strongly influenced users’ attitudes toward brands, however, using branded apps had a smaller impact on purchase intentions.
The Effectiveness of Branded Mobile Phone Apps on Users’ Attitudes toward the Brand and Purchase Intentions
RM 218
The mobile device market, particularly for smartphones, has experienced incredible growth over the past five years. What sets this market apart is the use of applications or apps for just about anything from information to purchases. The purpose of the study was to examine the effectiveness of branded apps on consumers’ attitudes toward brands as well as purchase intentions. The population for this study were consumers 18 to 45 at a southwestern university in the United States, resulting in 54 respondents participating in the survey. Results indicated that using branded apps strongly influenced users’ attitudes toward brands, however, using branded apps had a smaller impact on purchase intentions.
