Browse > Article
http://dx.doi.org/10.5392/JKCA.2015.15.05.455

The Effect of Brand Experience on Use Intention of Continuous Brand App  

Lee, Seong Ho (한양대학교 경영학과)
Jung, Kyung Sik (한양대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.15, no.5, 2015 , pp. 455-463 More about this Journal
Abstract
As recently increased penetration of smart phones, branded applications(the brand app) via mobile are growing rapidly. Since these brand apps are being used as means of corporate marketing and sales, many consumers have been using them. However, there are few studies about brand apps. And it is also necessary to study about continuous use of brand apps because they are easy and free to download and remove. In this study, we analyzed how a variety of brand experience have impact on the brand apps' continuous use. As a result of this study, sensory, affective, behavioral, and intellectual experience as a brand experience affected brand commitment positively, and then the brand commitment had a positive impact on the degree of brand loyalty and continuous use intention. Eventually the more brand loyalty, the more continuous use intention of brand apps. That is, consumers' experience about a variety of brand apps makes customers' brand commitment and loyalty increase and keep customers using the brand apps consistently. Therefore, if companies let the customers have various experience through brand apps, they will have good marketing performance.
Keywords
Brand Application; Brand App; Brand Commitment; Brand Loyalty; Continuous Use Intention;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 김광모, 최희원, 권성일, "사회적 실재감이 온라인 커뮤니티 지속사용의도에 미치는 영향", 한국콘텐츠학회논문지, 제14권, 제2호, pp.131-145, 2014.   DOI
2 김덕용, 그린 브랜드 경험이 브랜드 신뢰, 고객만족 및 브랜드 충성도에 미치는 영향, 성균관대학교, 석사학위논문, 2011.
3 삼성경제연구소, "新마케팅 채널, 브랜드앱(App)의 성공 비결", SERI 경영 노트, 제137호, pp.1-10, 2012.
4 성낙봉, "브랜드체험이 고객-브랜드 관계몰입 및 브랜드 충성도에 미치는 영향: 지역브랜드 상품을 중심으로", 관광경영연구, 제18권, 제1호, pp.143-162, 2014.
5 유영진, "한식레스토랑에서의 환경단서와 체험요인이 브랜드태도에 미치는 영향: 브랜드명성의 조절역할을 중심으로", 한국콘텐츠학회논문지, 제14권 제1호, pp.488-504, 2014.   DOI
6 윤성준, 이형주, 김영미, "소비재 제품의 제품 추구혜택, 구매체험이 소비자-브랜드 관계에 미치는 영향: 화장품 제품을 중심으로", 한국마케팅저널, 제13권 제2호, pp.1-26, 2011.
7 이익수, "축제 체험마케팅이 브랜드 충성도에 미치는 영향", 한국콘텐츠학회논문지, 제10권, 제12호, pp.406-414, 2010.   DOI
8 이지은, 전주언, 윤재영, "브랜드의 총체적 체험이 소비자-브랜드의 정서적 유대관계에 미치는 영향", 한국마케팅저널, 제12권, 제2호, pp.53-81, 2010.
9 진현신, 스마트폰의 기능적, 감성적, 사회적 영향 요인이 지속적 사용가능성에 미치는 영향에 관한 연구: 다차원적인 몰입의 매개적 역할, 이화여자대학교, 석사학위논문, 2011.
10 최순화, "브랜드 신뢰가 소비자-브랜드 몰입 관 계 형성에 미치는 영향에 관한 연구", 광고학연구, 제19권, 제5호, pp.75-96, 2008.
11 한광석, "온라인 브랜드의 총체적 체험이 소비자 -브랜드 관계 및 브랜드 애착, 브랜드 몰입에 미치는 영향: 네이버 브랜드 카페 사용자들을 중심으로", 경영정보연구, 제30권, 제1호, pp.159-184, 2011.
12 D. A. Aaker, Managing Brand Equity, New York, Free Press, 1991.
13 J. Aaker, S. Fournier, and S. A. Brasel, "When good brands do bad," Journal of Consumer Research, Vol.31, No.1, pp.1-16, 2004   DOI   ScienceOn
14 C. T. Allen, K. A. Machleit, and S. S. Kleine, "A Comparison of Attitudes and Emotions as Predictors of Behavior at Divers Levels of Behavioral Experience," Journal of Consumer Research, Vol.18, No.4, pp.493-504, 1992.   DOI   ScienceOn
15 R. E. Anderson and S. C. Srinivasan, "E-Satisfaction and E-Loyalty: A Contingency Framework," Psychology and Marketing, Vol.20, No.2, pp.123-38, 2003.   DOI   ScienceOn
16 E. Anderson and B. Weitz, "The use of pledges to build and sustain commitment in distribution channels," Journal of Marketing Research, Vol.29, No.1, pp.18-34, 1992.   DOI   ScienceOn
17 A. Bhattacherjee, "Understanding information systems continuance: An expectation-confirmation model," MIS Quarterly, Vol.25, No.3, pp.351-370, 2001   DOI   ScienceOn
18 J. M. M. Bloemer and J. D. P. Kasper, "The complex relationship between consumer satisfaction and brand loyalty," Journal of Economic Psychology, Vol.16, pp.311-29, 1995.   DOI   ScienceOn
19 J. J. Brakus, B. H. Schmitt, and L. Zarantonello, "Brand Experience: What is It? How Is It Measured? Does It Affect Loyalty?," Journal of marketing, Vol.73, No.3, pp.52-68, 2009.   DOI
20 A. Chaudhuri and B. Holbrook, "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty," Journal of Marketing, Vol.65, No.2, pp.81-93, 2001.   DOI   ScienceOn
21 S. Fournier, "Consumers and their brands: Developing relationship theory in consumer research," Journal of Consumer Research, Vol.24, pp.343-373, 1998.   DOI   ScienceOn
22 T. Hennig-Thurau, K. P. Gwinner, and D. D. Gremler, "Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality," Journal of Service Research, Vol.4, No.3, pp.230-247, 2002.   DOI
23 M. A. Jones, K. E. Reynolds, D. L. Mothersbaugh, and S. E. Beatty, "The positive and negative effects of switching costs on relational outcomes," Journal of Service Research, Vol.9, No.4, pp.335-355, 2007.   DOI
24 T. O. Jones and W. E. Sasser, Jr., "Why satisfied customers defect," Harvard Business Review, Vol.73, pp.88-100, 1995.
25 R. S. Miller, "Attentive and Contented: Relationship Commitment and Attention to Alternatives," Journal of Personality and Social Psychology, Vol.73, No.4, pp.758-766, 1997.   DOI   ScienceOn
26 R. M. Morgan and S. D. Hunt, "The Commitment-Trust Theory of Relationship Marketing," Journal of Marketing, Vol.58, No.3, pp.20-38, 1994.   DOI
27 F. Reichheld, The Loyalty Effect, Harvard Business School Press, Boston, 1996.
28 B. H. Schmitt, Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands, New York: The Free Press, 1999.
29 F. Selnes, "An examination of the effect of product performance on brand reputation, satisfaction and loyalty," European Journal of Marketing, Vol.27, No.9, pp.19-35, 1993.   DOI
30 L. Zarantonello, B. H. Schmitt, and J. J. Brakus, "Development of the Brand Experience Scale," Advances in Consumer Research, Vol.34, pp.580-582, 2009.