Engaging Consumers Through Branded Smartphone Applications: A Study of Self-Congruenvy and Customer Brand Engagement

Thomson, A; Rao-Hill, S; Carrillat, F

Engaging Consumers Through Branded Smartphone Applications: A Study of Self-Congruenvy and Customer Brand Engagement

Thomson, A Rao-Hill, S Carrillat, F

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Publisher:: Australian and New Zealand Marketing Academy
Publication Type:: Conference Proceeding
Citation:: Proceedings of the Australian and New Zealand Marketing Academy Conference, 2013
Issue Date:: 2013-01

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Field	Value	Language
dc.contributor.author	Thomson, A	en_US
dc.contributor.author	Rao-Hill, S	en_US
dc.contributor.author	Carrillat, F https://orcid.org/0000-0001-6188-1372	en_US
dc.contributor.editor	Brodie, R	en_US
dc.date	2013-12-01	en_US
dc.date.issued	2013-01	en_US
dc.identifier.citation	Proceedings of the Australian and New Zealand Marketing Academy Conference, 2013	en_US
dc.identifier.isbn	978-0-646-56330-5	en_US
dc.identifier.uri	http://hdl.handle.net/10453/29942
dc.description.abstract	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.	en_US
dc.publisher	Australian and New Zealand Marketing Academy	en_US
dc.relation.ispartof	Proceedings of the Australian and New Zealand Marketing Academy Conference	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	Engaging Consumers Through Branded Smartphone Applications: A Study of Self-Congruenvy and Customer Brand Engagement	en_US
dc.type	Conference Proceeding
utslib.location	Auckland, New Zealand	en_US
utslib.location.activity	Auckland, New Zealand	en_US
utslib.for	1505 Marketing	en_US
dc.location.activity	Auckland, New Zealand	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	false	en_US
pubs.finish-date	2013-12-04	en_US
pubs.place-of-publication	Auckland, New Zealand	en_US
pubs.start-date	2013-12-01	en_US

Abstract:

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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/29942