Engaging Consumers Through Branded Smartphone Applications: A Study of Self-Congruenvy and Customer Brand Engagement
- Australian and New Zealand Marketing Academy
- Publication Type:
- Conference Proceeding
- Proceedings of the Australian and New Zealand Marketing Academy Conference, 2013
- Issue Date:
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Recent development in mobile technology provides marketers with the opportunity to further connect with customers. The aim of this research is to examine the influence of brand-self fit on customer brand engagement, thus provide a better understanding of how consumers are influenced by branded smartphone applications. Relevant literature on brand-self fit and customer brand engagement is reviewed to build a conceptual framework describing the role of smartphone branded applications upon which propositions are developed.
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