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Keywords: Branded apps
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Journal Articles
Journal of Product & Brand Management (2026) 35 (7): 953–967.
Published: 14 April 2026
... 2026 Emerald Publishing Limited Licensed re-use rights only Branded apps Brand visual link Brand recognition Brand familiarity Brand distinctiveness Over 30 years ago, IBM programmed the first version of mobile apps as software downloadable on portable devices (The Guardian, 2015...
Journal Articles
Journal of Product & Brand Management (2025) 34 (1): 61–83.
Published: 28 November 2024
...Shiva Sadat Mostafavi; Alexis Mavrommatis Purpose This paper aims to offer an integrated framework for branded apps (BAs) that highlights research gaps and points to areas for future research. Design/methodology/approach Using a systematic literature review approach, the authors analyzed more...
Journal Articles
Journal of Product & Brand Management (2023) 32 (4): 566–581.
Published: 28 November 2022
...Sara H. Hsieh; Timmy H. Tseng; Crystal T. Lee Purpose Enabled by pronounced advancement in technology, branded apps have dramatically changed how consumers communicate with brands. However, despite the proliferation of mobile apps, brands are struggling to engage users. Without engagement...
