Value co-creation through consumer brand engagement with mobile applications

Despite the popularity of branded apps in a technology-driven digital age and their importance to organizations, little research has examined how fundamental motivational drivers impact consumer-brand engagement, value co-creation, and continuance intentions by integrating Service-Dominant Logic, motivational theory, and self-construal theory within the context of branded apps. To investigate how different motivations affect an individual’s perceptions and interactions with the branded app, we test a model of the motivational drivers of customer brand engagement and value co-creation, and subsequently continuance intention, in branded apps. Results show that utilitarian motivation and hedonic motivation have positive impacts on customer brand engagement, which subsequently impacts both value co-creation and continuance intention. Interdependence serves as a positive moderator between brand engagement and value co-creation.