Research Article
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Year 2021, Volume: 9 Issue: 2, 200 - 217, 26.12.2021

Abdullah Orman Özel Sebetci

https://doi.org/10.18825/iremjournal.1011588

Abstract

The study aims to determine whether brand awareness and brand loyalty positively impact mobile application use. A quantitative approach was used to test the proposed model in this study. For this approach, firstly, a trial group was created, and the results were obtained. The participants who did not even use at least one of the travel applications were asked to answer the question, "Which features of the application would be more dominant in selecting the application?". In the study, Cronbach Alpha, Composite Reliability, and Compound Reliability were used for internal consistency, and these values were found to be higher than 0.70. According to the results, the mean-variance value obtained to evaluate validity was also greater than 0.50. Therefore, in the model, the brand and other identified factors have been shown to influence the use positively. In the literature, many factors have been examined within the framework of brands and mobile applications. However, in this study, the effect of factors related to the brand, which has not been researched before, on the use of mobile applications was investigated.

Keywords

Mobile applications in tourism Brand image Brand awareness Brand loyalty Use of information systems

References

  • Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of Brand Name. New York, NY.:The Free Press.
  • Aaker, D. A. (2009). Managing brand equity. Simon and Schuster.
  • Ababio, A. G., & Yamoah, E. E. (2016). Effect of advertising on the brand loyalty of cosmetic products among college students. International Review of Management and Marketing, 6(1).
  • Ahmad, U. (2011). What makes customers brand loyal: A study on telecommunication sector of Pakistan. International Journal of Business and Social Science,, 2(14), 213-221.
  • Al-Hawari, M. A. (2011). Do online services contribute to establishing brand equity within the retail banking context? Journal of Relationship Marketing, 10(3), 145-166.
  • Alnawas, I., & Aburub, F. (2016). The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions. Journal of Retailing and Consumer Services, 31, 313-322.
  • Barnes, S. J., Mattsson, J., & Sørensen, F. (2014). Destination brand experience and visitor behavior:Testing a scale in the tourism context. Annals of Tourism Research, 48, 121-139.
  • Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of Interactive Marketing, 25(4), 191-200.
  • Bennett, W. N., & Boraas, M. E. (1988). Isolation of a fast-growing strain of the rotifer brachionus calyciflorus pallas using turbidostat culture. Aquaculture, 73(1-4), 27-36.
  • Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of interactive marketing, 23(4), 321-331.
  • Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling.
  • Falk, R. F., & Miller, N. B. (1992). A primer for soft modelling. Ed. Univ of Akron Pr, Akron, Ohio.
  • Fang, Y. H. (2019). An app a day keeps a customer connected: Explicating loyalty to brands and branded applications through the lens of affordance and service-dominant logic. Information and Management, 56(3), 377-391.
  • Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics.
  • Green, C. E., & Lomanno, M. V. (2012). Distribution Channel Analysis: A guide for hotels. McLean: HSMAI foundation.
  • Gross, N. (2004). Applications of subdivision techniques in product development. Ph.D. dissertation, Technical University Berlin, Berlin, Germany, 2004.
  • Gulbahar, M. O., & Yildirim, F. (2015). Marketing efforts related to social media channels and mobile application usage in tourism: Case study in Istanbul. Procedia-Social and Behavioral Sciences, 195, 453-462.
  • Hair Jr, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
  • Henseler, J. R. (2009). Emerald Group Publishing Limited. 277-319.
  • Henseler, J. R. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
  • Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing, 277-319.
  • Hwang, K., & Choi, M. (2017). Effects of innovation-supportive culture and organizational citizenship behavior on e-government information system security stemming from mimetic isomorphism. Government Information Quarterly, 34(2), 183-198.
  • Jacoby, J. (1971). Model of multi-brand loyalty. Journal of advertising research, 11(3), 25-31.
  • Khan, A. A., Jadoon, S., & Tareen, N. A. K. (2016). Impact of advertising on brand awareness and commitment in female apparel industry. International Journal of Academic Research in Business and Social Sciences, 6(3), 79-94.
  • Kim, D., & Adler, H. (2011). Students’ use of hotel mobile apps: Their effect on brand loyalty. Paper presented at the 16 th Graduate Students Research Conference. Houston, TX.
  • Kim, E., Lin, J. S., & Sung, Y. (2013). To app or not to app: Engaging consumers via branded mobile apps. Journal of Interactive Advertising, 13(1), 53-65.
  • Kim, S. J., Wang, R. J., & Malthouse, E. C. (2015). The effects of adopting and using a ’brand’s mobile application on ’customers’ subsequent purchase behavior. Journal of Interactive Marketing, 31, 28-41.
  • Koniewski, M. (2012). Brand awareness and customer loyalty. Polonya: PMR Research, 1-5.
  • Li, C. Y., & Fang, Y. H. (2019). Predicting continuance intention toward mobile branded apps through satisfaction and attachment. Telematics and Informatics, 43, 101248.
  • Maria, S., Pusriadi, T., Hakim, Y. P., & Darma, D. C. (2019). The effect of social media marketing, word of mouth, and effectiveness of advertising on brand awareness and intention to buy. Jurnal Manajemen Indonesia, 19(2), 107-122.
  • Martins, J., Branco, F., Gonçalves, R., & Au-Yong-Ol. (2019). Assessing the success behind the use of education management information systems in higher education. Telematics and Informatics, 38, 182-193
  • Omoruyi, O., & Chinomona, E. (2019). Evaluating the effects of brand advertising, brand element and brand awareness on purchasing intention. Journal of Contemporary Management, 16(1), 422-449.
  • Picoto, W. N., Duarte, R., and Pinto, I. (2019). Uncovering top-ranking factors for mobile apps through a multimethod approach. Journal of Business Research, 101, 668-674.
  • Pieters, R., Warlop, L., and Wedel, M. (2002). Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory. Management science, 48(6), 765-781.
  • Pnevmatikos, N., Vardar, B., and Zaccour, G. (2018). When should a retailer invest in brand advertising? European Journal of Operational Research, 267(2), 754-764.
  • Rauschnabel, P. A., Felix, R., and Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43-53.
  • Sasmita, J., and Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276-292.
  • Sawant, R. P. (2012). Impact of advertising on brand awareness and consumer preference (with special reference to mens wear). Journal of Business and Management, 5(6), 54-61.
  • Tan, G. W., Lee, V. H., Lin, B., and Ooi, K. B. (2017). Mobile applications in tourism: the future of the tourism industry?. Industrial Management and Data Systems, 117(3), 560-581.
  • Uztug, F. (2003). Markan Kadar Konus. Marka Iletisimi Stratejileri, Istanbul: MedisCat Kitapları.
  • van Noort, G., and van Reijmersdal, E. A. (2019). Branded apps: explaining effects of ’brands’ mobile phone applications on brand responses. Journal of Interactive Marketing, 45, 16-26.
  • Wang, W. (2019). The influence of perceived technological congruence of smartphone application and air travel experience on consumers’ attitudes toward price change and adoption. Journal of Hospitality and Tourism Technology., 10(2), 1-20.
  • Wimmer, H., & Yoon, V. Y. (2017). Counterfeit product detection: Bridging the gap between design science and behavioral science in information systems research. Decision Support Systems, 104, 1-12.

BRAND IMPACT ON THE USE OF MOBILE APPLICATIONS

Year 2021, Volume: 9 Issue: 2, 200 - 217, 26.12.2021

Abdullah Orman Özel Sebetci

https://doi.org/10.18825/iremjournal.1011588

Abstract

Bu araştırmanın amacı, marka bilinirliği ve marka sadakatinin mobil uygulama kullanımı üzerinde olumlu bir etkisinin olup olmadığını belirlemektir. Bu çalışmada önerilen modeli test etmek için nicel bir yaklaşım kullanılmıştır. Bu yaklaşım için öncelikle bir deneme grubu oluşturulmuş ve sonuçlar alınmıştır. Seyahat uygulamalarından en az birini bile kullanmayan katılımcılardan “Uygulamanın seçiminde uygulamanın hangi özellikleri daha baskın olur?” sorusuna yanıt vermeleri istenmiştir. Çalışmada iç tutarlılık için Cronbach Alfa, Bileşik Güvenirlik ve Bileşik Güvenirlik kullanılmış ve bu değerlerin 0.70'den büyük olduğu görülmüştür. Sonuçlara göre geçerliliği değerlendirmek için elde edilen ortalama varyans değeri de 0,50'den büyüktü. Dolayısıyla modelde markanın ve belirlenen diğer faktörlerin kullanımı olumlu yönde etkilediği gösterilmiştir. Literatürde marka ve mobil uygulamalar çerçevesinde birçok faktör incelenmiştir. Ancak bu çalışmada daha önce araştırılmamış marka ile ilgili faktörlerin mobil uygulama kullanımına etkisi araştırılmıştır.

Keywords

Turizmde mobil uygulamalar marka imajı marka bilinirliği marka bağlılığı Bilgi sistemlerinin kullanımı

References

  • Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of Brand Name. New York, NY.:The Free Press.
  • Aaker, D. A. (2009). Managing brand equity. Simon and Schuster.
  • Ababio, A. G., & Yamoah, E. E. (2016). Effect of advertising on the brand loyalty of cosmetic products among college students. International Review of Management and Marketing, 6(1).
  • Ahmad, U. (2011). What makes customers brand loyal: A study on telecommunication sector of Pakistan. International Journal of Business and Social Science,, 2(14), 213-221.
  • Al-Hawari, M. A. (2011). Do online services contribute to establishing brand equity within the retail banking context? Journal of Relationship Marketing, 10(3), 145-166.
  • Alnawas, I., & Aburub, F. (2016). The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions. Journal of Retailing and Consumer Services, 31, 313-322.
  • Barnes, S. J., Mattsson, J., & Sørensen, F. (2014). Destination brand experience and visitor behavior:Testing a scale in the tourism context. Annals of Tourism Research, 48, 121-139.
  • Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of Interactive Marketing, 25(4), 191-200.
  • Bennett, W. N., & Boraas, M. E. (1988). Isolation of a fast-growing strain of the rotifer brachionus calyciflorus pallas using turbidostat culture. Aquaculture, 73(1-4), 27-36.
  • Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of interactive marketing, 23(4), 321-331.
  • Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling.
  • Falk, R. F., & Miller, N. B. (1992). A primer for soft modelling. Ed. Univ of Akron Pr, Akron, Ohio.
  • Fang, Y. H. (2019). An app a day keeps a customer connected: Explicating loyalty to brands and branded applications through the lens of affordance and service-dominant logic. Information and Management, 56(3), 377-391.
  • Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics.
  • Green, C. E., & Lomanno, M. V. (2012). Distribution Channel Analysis: A guide for hotels. McLean: HSMAI foundation.
  • Gross, N. (2004). Applications of subdivision techniques in product development. Ph.D. dissertation, Technical University Berlin, Berlin, Germany, 2004.
  • Gulbahar, M. O., & Yildirim, F. (2015). Marketing efforts related to social media channels and mobile application usage in tourism: Case study in Istanbul. Procedia-Social and Behavioral Sciences, 195, 453-462.
  • Hair Jr, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
  • Henseler, J. R. (2009). Emerald Group Publishing Limited. 277-319.
  • Henseler, J. R. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
  • Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing, 277-319.
  • Hwang, K., & Choi, M. (2017). Effects of innovation-supportive culture and organizational citizenship behavior on e-government information system security stemming from mimetic isomorphism. Government Information Quarterly, 34(2), 183-198.
  • Jacoby, J. (1971). Model of multi-brand loyalty. Journal of advertising research, 11(3), 25-31.
  • Khan, A. A., Jadoon, S., & Tareen, N. A. K. (2016). Impact of advertising on brand awareness and commitment in female apparel industry. International Journal of Academic Research in Business and Social Sciences, 6(3), 79-94.
  • Kim, D., & Adler, H. (2011). Students’ use of hotel mobile apps: Their effect on brand loyalty. Paper presented at the 16 th Graduate Students Research Conference. Houston, TX.
  • Kim, E., Lin, J. S., & Sung, Y. (2013). To app or not to app: Engaging consumers via branded mobile apps. Journal of Interactive Advertising, 13(1), 53-65.
  • Kim, S. J., Wang, R. J., & Malthouse, E. C. (2015). The effects of adopting and using a ’brand’s mobile application on ’customers’ subsequent purchase behavior. Journal of Interactive Marketing, 31, 28-41.
  • Koniewski, M. (2012). Brand awareness and customer loyalty. Polonya: PMR Research, 1-5.
  • Li, C. Y., & Fang, Y. H. (2019). Predicting continuance intention toward mobile branded apps through satisfaction and attachment. Telematics and Informatics, 43, 101248.
  • Maria, S., Pusriadi, T., Hakim, Y. P., & Darma, D. C. (2019). The effect of social media marketing, word of mouth, and effectiveness of advertising on brand awareness and intention to buy. Jurnal Manajemen Indonesia, 19(2), 107-122.
  • Martins, J., Branco, F., Gonçalves, R., & Au-Yong-Ol. (2019). Assessing the success behind the use of education management information systems in higher education. Telematics and Informatics, 38, 182-193
  • Omoruyi, O., & Chinomona, E. (2019). Evaluating the effects of brand advertising, brand element and brand awareness on purchasing intention. Journal of Contemporary Management, 16(1), 422-449.
  • Picoto, W. N., Duarte, R., and Pinto, I. (2019). Uncovering top-ranking factors for mobile apps through a multimethod approach. Journal of Business Research, 101, 668-674.
  • Pieters, R., Warlop, L., and Wedel, M. (2002). Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory. Management science, 48(6), 765-781.
  • Pnevmatikos, N., Vardar, B., and Zaccour, G. (2018). When should a retailer invest in brand advertising? European Journal of Operational Research, 267(2), 754-764.
  • Rauschnabel, P. A., Felix, R., and Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43-53.
  • Sasmita, J., and Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276-292.
  • Sawant, R. P. (2012). Impact of advertising on brand awareness and consumer preference (with special reference to mens wear). Journal of Business and Management, 5(6), 54-61.
  • Tan, G. W., Lee, V. H., Lin, B., and Ooi, K. B. (2017). Mobile applications in tourism: the future of the tourism industry?. Industrial Management and Data Systems, 117(3), 560-581.
  • Uztug, F. (2003). Markan Kadar Konus. Marka Iletisimi Stratejileri, Istanbul: MedisCat Kitapları.
  • van Noort, G., and van Reijmersdal, E. A. (2019). Branded apps: explaining effects of ’brands’ mobile phone applications on brand responses. Journal of Interactive Marketing, 45, 16-26.
  • Wang, W. (2019). The influence of perceived technological congruence of smartphone application and air travel experience on consumers’ attitudes toward price change and adoption. Journal of Hospitality and Tourism Technology., 10(2), 1-20.
  • Wimmer, H., & Yoon, V. Y. (2017). Counterfeit product detection: Bridging the gap between design science and behavioral science in information systems research. Decision Support Systems, 104, 1-12.
There are 43 citations in total.

Details

Primary Language English
Journal Section ARTICLES
Authors

Abdullah Orman 0000-0002-3495-1897

Özel Sebetci 0000-0002-2996-0270

Early Pub Date December 26, 2021
Publication Date December 26, 2021
Submission Date October 20, 2021
Acceptance Date November 8, 2021
Published in Issue Year 2021 Volume: 9 Issue: 2

Cite

APA Orman, A., & Sebetci, Ö. (2021). BRAND IMPACT ON THE USE OF MOBILE APPLICATIONS. International Review of Economics and Management, 9(2), 200-217. https://doi.org/10.18825/iremjournal.1011588
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