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Branded Mobile Apps: Possibilities for Advertising in an Emergent Mobile Channel
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Author(s): Jean M. Brechman (The College of New Jersey, USA), Steven Bellman (Murdoch University, Australia), Robert F. Potter (Indiana University, USA), Shiree Treleaven-Hassard (Murdoch University, Australia), Jennifer A. Robinson (RMIT University, Australia)and Duane Varan (Murdoch University, Australia)
Copyright: 2015
Pages: 9
Source title:
Encyclopedia of Mobile Phone Behavior
Source Author(s)/Editor(s): Zheng Yan (University at Albany, State University of New York, USA)
DOI: 10.4018/978-1-4666-8239-9.ch012
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Abstract
Marketing professionals are increasingly interested in creating branded mobile phone applications. These “apps” prominently display a brand's identity throughout the user experience, typically in the form of a brand logo, and are designed to perform a range of functions. This article reviews current available research, and specifically addresses two important areas: (1) the effectiveness of mobile phone apps as a form of persuasive advertising and (2) factors that moderate these effects, specifically creative execution style and product category relevance. This article concludes with a discussion of directions for future research.
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