Autori
Guerini, Carolina
Stocchi, Lara

Titolo
Applicazioni mobile: la relazione tra utilizzo e immagini
Periodico
Micro & macro marketing
Anno: 2016 - Volume: 74 - Fascicolo: 2 - Pagina iniziale: 209 - Pagina finale: 230

Adding to the poorness of studies this pare examines the relationship between brand image and usage (current and future) of free and paid branded "mobile" applications. The results obtained from the analysis of a large set of consumer panel data referred to Italian consumers provide two clear empirical findings: there is a positive relationship between brand image and current usage of "mobile" apps; the mentioned relationship is stronger for free "mobile" apps. These findings have straightforward implications for branding practices in the m-context.



SICI: 1121-4228(2016)74:2<209:AMLRTU>2.0.ZU;2-5
Testo completo: https://www.rivisteweb.it/download/article/10.1431/83711
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/83711

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