Brand Experience, Flow and Brand App Loyalty: Examining Consumer Decision Making Within Branded Mobile Apps

While technological advancements have rapidly changed the landscape of marketing, researchers and practitioners are beginning to explore the value of branded mobile apps. The current study explores how the dimensions of brand experience influence consumer decision-making within branded mobile apps. Data was collected from 232 respondents via an online survey and structural equation modeling was used to evaluate the relationships between brand experiences, flow and brand app loyalty. Findings indicate that not only should brands increase their efforts to facilitate emotional responses but they should also modify attributes of their branded mobile apps to foster a state of flow for their consumers. Careful consideration of the dimensions of brand experience, coupled with efforts to foster flow could lead to higher levels of brand app loyalty and increased positive word-of–mouth communication. Consumers will benefit from stronger relationships with the brands they support and companies will benefit via increased profitability.