Brand relationship, consumption values and branded app adoption

Purpose – The purpose of this paper is to examine influential factors on branded app adoption from the perspectives of brand relationship and consumption values. Thus a research model integrating consumer-brand relationship literature and the theory of consumption values is developed. Design/methodology/approach – Using the survey approach, 245 participants were recruited from several app market forums and app fan communities. The banking apps issued by three large banks in Taiwan were used in the research. Findings – The findings support the research model and confirm that brand relationship in terms of brand attachment and brand identification, and perceived overall consumption values are influencing factors in branded app adoption. Research limitations/implications – The research advances the understanding of the effect of brand relationship on branded app use behavior and the functional and non-functional value components pertaining to branded apps. Originality/value – Little research has investigated if brand-consumer relationship and consumption values can sustain and continually impact consumers’ choice in mobile apps.