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This research aims at investigating the role of branded mobile applications in enhancing brand equity.The main purpose of this thesis is to explore the effects of Starbucks branded mobile applications on brand equity.In this paper,it is hypothesised that branded mobile applications have a persuasive impact on brand equity.The primary research method for this study includes a qualitative method,which consisted of a survey with 77 independent randomly selected participants,which consume coffee on a constant base.All the interviews were conducted either in-person or by phone.The second step employs the cognitive approach to measure brand equity that served as a guide to the delineation of the four dimensions of brand equity and some of their measures regarding the impact of Starbucks branded application on its brand equity.The proposed customer-based brand equity scale is based on the four underlying dimensions of brand equity: brand image,brand loyalty,brand value,and brand awareness.The study reports empirical evidence of the impact that Starbucks branded mobile application had on the multidimensionality of consumer-based brand equity.The results suggest that a mobile application itself has a very strong effect on the brand-building process and along can stand as an independent communication channel.The findings also confirmed that the use of branded apps increases positive attitudes toward sponsoring brands,as well as has a positive impact on purchase intentions.The present study contributes to the understanding of consumer-based brand equity measurement by examining the dimensionality of this construct.