TY - JOUR
T1 - From past to future
T2 - exploring two decades of branded apps
AU - Mostafavi, Shiva Sadat
AU - Mavrommatis, Alexis
N1 - Publisher Copyright:
© 2024, Emerald Publishing Limited.
PY - 2025/1/7
Y1 - 2025/1/7
N2 - Purpose: This paper aims to offer an integrated framework for branded apps (BAs) that highlights research gaps and points to areas for future research. Design/methodology/approach: Using a systematic literature review approach, the authors analyzed more than 100 articles published between 2009 and the present. This research used databases such as SCOPUS, Web of Science, EBSCO and Elsevier’s Science Direct, with a particular focus on articles listed in the 2021 ABS index. The reviewed papers were coded and organized into four categories in terms of themes and concepts: antecedents, mechanisms, outcomes and moderators. Findings: The study identified four types of antecedents (app benefits, personal traits, brand benefits and others) that influence outcomes via cognitive, affective and a mix of both mechanisms, which is termed multipaths. The authors classified outcomes into five areas (financial gains; app benefits; brand benefits; customer benefits; and others). Moderators were grouped into four types (customer individuality; app features; brand characteristics; and others). The authors concluded by recommending promising directions for future research. Specifically, the authors suggested an inverted U-shaped relationship between escapism and customer responses to BAs. Originality/value: This paper focused exclusively on BAs, differentiating them from other mobile apps. The authors integrated nearly 100+ studies conducted over two decades. This integrated model serves as a guiding tool for understanding the past, present and future of BAs.
AB - Purpose: This paper aims to offer an integrated framework for branded apps (BAs) that highlights research gaps and points to areas for future research. Design/methodology/approach: Using a systematic literature review approach, the authors analyzed more than 100 articles published between 2009 and the present. This research used databases such as SCOPUS, Web of Science, EBSCO and Elsevier’s Science Direct, with a particular focus on articles listed in the 2021 ABS index. The reviewed papers were coded and organized into four categories in terms of themes and concepts: antecedents, mechanisms, outcomes and moderators. Findings: The study identified four types of antecedents (app benefits, personal traits, brand benefits and others) that influence outcomes via cognitive, affective and a mix of both mechanisms, which is termed multipaths. The authors classified outcomes into five areas (financial gains; app benefits; brand benefits; customer benefits; and others). Moderators were grouped into four types (customer individuality; app features; brand characteristics; and others). The authors concluded by recommending promising directions for future research. Specifically, the authors suggested an inverted U-shaped relationship between escapism and customer responses to BAs. Originality/value: This paper focused exclusively on BAs, differentiating them from other mobile apps. The authors integrated nearly 100+ studies conducted over two decades. This integrated model serves as a guiding tool for understanding the past, present and future of BAs.
KW - Branded apps
KW - Conceptual model
KW - Escapism
KW - PRISMA process
KW - Systematic literature review
UR - http://www.scopus.com/inward/record.url?scp=85210602277&partnerID=8YFLogxK
U2 - 10.1108/JPBM-09-2023-4726
DO - 10.1108/JPBM-09-2023-4726
M3 - Review
AN - SCOPUS:85210602277
SN - 1061-0421
VL - 34
SP - 61
EP - 83
JO - Journal of Product and Brand Management
JF - Journal of Product and Brand Management
IS - 1
ER -