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The Effects of Task Service Fit on Brand Loyalty: A Study of Branded Apps

The Effects of Task Service Fit on Brand Loyalty: A Study of Branded Apps

Trang P. Tran, Christopher P. Furner, Ilia Gugenishvili
Copyright: © 2022 |Volume: 14 |Issue: 1 |Pages: 19
ISSN: 1941-627X|EISSN: 1941-6288|EISBN13: 9781683180777|DOI: 10.4018/IJESMA.285545
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MLA

Tran, Trang P., et al. "The Effects of Task Service Fit on Brand Loyalty: A Study of Branded Apps." IJESMA vol.14, no.1 2022: pp.1-19. http://doi.org/10.4018/IJESMA.285545

APA

Tran, T. P., Furner, C. P., & Gugenishvili, I. (2022). The Effects of Task Service Fit on Brand Loyalty: A Study of Branded Apps. International Journal of E-Services and Mobile Applications (IJESMA), 14(1), 1-19. http://doi.org/10.4018/IJESMA.285545

Chicago

Tran, Trang P., Christopher P. Furner, and Ilia Gugenishvili. "The Effects of Task Service Fit on Brand Loyalty: A Study of Branded Apps," International Journal of E-Services and Mobile Applications (IJESMA) 14, no.1: 1-19. http://doi.org/10.4018/IJESMA.285545

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Abstract

Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were found to influence brand loyalty. Also, task-service fit and randed app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.