Mobilizing the Brand

Mobile devices and services are proposed to be powerful channels for both distribution and marketing communication. In this article, the authors study the effects of mobile channel additions on consumer-brand relationship dimensions. Surveys of three different brands reveal positive effects of mobile channel addition (SMS/MMS) usage on brand satisfaction, direct relationship investments, indirect relationship investments, and main channel usage. The results suggest that SMS channel additions are perceived as complements to the brands’ main channel, whereas MMS channel additions today primarily are perceived as supplementary channels. Moreover, the findings suggest that a promising strategy for increasing consumption of the brand’s main channel is facilitation of the consumers’ direct relationship investment in the mobile services. Implication for service researchers and industry players are discussed.