| مشخصات مقاله | |
| ترجمه عنوان مقاله | افزایش ارزش ویژه برند برنامه های تلفن همراه مارک دار از طریق انگیزه ها: دیدگاه منطقی غالب خدمات |
| عنوان انگلیسی مقاله | Enhancing brand equity of branded mobile apps via motivations: A service-dominant logic perspective |
| انتشار | مقاله سال ۲۰۲۱ |
| تعداد صفحات مقاله انگلیسی | ۱۳ صفحه |
| هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
| پایگاه داده | نشریه الزویر |
| نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
| مقاله بیس | این مقاله بیس میباشد |
| نمایه (index) | Scopus – Master Journals List – JCR |
| نوع مقاله | ISI |
| فرمت مقاله انگلیسی | |
| ایمپکت فاکتور(IF) |
۷٫۵۵۰ در سال ۲۰۲۰ |
| شاخص H_index | ۱۹۵ در سال ۲۰۲۰ |
| شاخص SJR | ۲٫۰۴۹ در سال ۲۰۲۰ |
| شناسه ISSN | ۰۱۴۸-۲۹۶۳ |
| شاخص Quartile (چارک) | Q1 در سال ۲۰۲۰ |
| فرضیه | ندارد |
| مدل مفهومی | دارد |
| پرسشنامه | ندارد |
| متغیر | دارد |
| رفرنس | دارد |
| رشته های مرتبط | مدیریت |
| گرایش های مرتبط | مدیریت بازرگانی، بازاریابی، مدیریت کسب و کار |
| نوع ارائه مقاله |
ژورنال |
| مجله | مجله تحقیقات کسب و کار – Journal of Business Research |
| دانشگاه | College of Business, East Carolina University, USA |
| کلمات کلیدی | اپلیکیشن برنددار، ارزش در استفاده، ارزش ویژه برند، منطق حاکم بر خدمات |
| کلمات کلیدی انگلیسی | Branded app – Value in use – Brand equity – Service-dominant logic |
| شناسه دیجیتال – doi |
https://doi.org/10.1016/j.jbusres.2020.12.029 |
| کد محصول | E15857 |
| وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
| دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
| سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
| فهرست مطالب مقاله: |
| Abstract Keywords Introduction Literature review and hypothesis development Methods Results Discussion Conclusion Appendix A. Supplementary material Research Data References |
| بخشی از متن مقاله: |
| ABSTRACT Mobile devices have become a dominant feature of modern life, and increasingly organizations are employing dedicated mobile phone applications to maintain communication with consumers. Despite the increasing adoption of these branded apps among firms, however, a comprehensive framework explaining how these branded apps create value for both consumers and firms has yet to emerge in the marketing literature. Drawing from motivational and service-dominant logic theories, this paper develops a model of the effects of motivational sources on value in use, which translates into higher brand equity. Analysis results from 323 branded app users show that five hypotheses capturing the main effects are supported. However, four hypotheses pertaining to moderation effects are not supported. Specifically, utilitarian motivation and hedonic motivation have an impact on value in use, which in turn leads to enhanced perceived quality, brand loyalty, and brand awareness and associations–the three components of brand equity. Introduction Building brand equity with consumers is vital for firm success but the path along which consumers direct their attention has changed rapidly in the past 15 years. When Steve Jobs introduced the first iPhone in 2007, he called it a “revolutionary” breakthrough (Emba, 2017). Indeed, a mere decade later, more than 77% of all Americans own smartphones—a number that jumps above 90% among those between the ages of 18 and 49 (Pew Research Center, 2018). The revolution was not in the product itself, however, but in how these smartphones have changed the habits and behaviors of their owners. The average smartphone user has more than 75 daily engagement sessions with his/her smartphone, devoting more than two hours of attention to the device every day (Winnick, 2016). Given the vast amount of attention consumers are directing toward their smartphones, it comes as little surprise that most major retailers now have dedicated mobile applications, and over two-thirds of consumers have downloaded at least one retailer application to their smartphones (Synchrony Digital Study, 2018) |