{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,9]],"date-time":"2026-07-09T15:47:23Z","timestamp":1783612043658,"version":"3.55.0"},"reference-count":114,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2021,12,21]],"date-time":"2021-12-21T00:00:00Z","timestamp":1640044800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["INTR"],"published-print":{"date-parts":[[2022,9,7]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>Numerous companies have launched branded applications to foster consumer\u2013brand relationships. Due to fierce competition among branded apps, the retention rate is quite low. The facilitation of behavioural outcomes through branded apps is a highly relevant research area. This paper investigates the drivers of behavioural outcomes in the context of branded apps from an investment model perspective.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This work examines various branded apps primarily used by consumers in disparate product categories, namely, Target, Walmart, Under Armour, Nike, Pandora, Spotify, Starbucks, Burger King, Disney and Netflix. Four hundred and one valid online questionnaires were obtained and partial least squares structural equation modelling was used for data analysis.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results obtained extend the investment model to the context of branded apps and show that app investment size and app satisfaction facilitate brand relationship commitment, successively enhancing app continuance intention, brand purchase intention and app word-of-mouth (WOM) intention. Furthermore, app confidence benefits and self-enhancement benefits facilitate app satisfaction, while app social benefits and special treatment benefits facilitate app investment size.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The present work applies an investment model to various branded apps to show how relationship components facilitate behavioural outcomes. We contribute to the literature by identifying four types of app relational benefits as drivers of relationship components in the context of branded apps.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-08-2020-0452","type":"journal-article","created":{"date-parts":[[2021,12,21]],"date-time":"2021-12-21T00:34:03Z","timestamp":1640046843000},"page":"1532-1561","source":"Crossref","is-referenced-by-count":16,"title":["Capturing behavioural outcomes through branded applications: the\u00a0perspective of the investment model"],"prefix":"10.1108","volume":"32","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3906-0399","authenticated-orcid":false,"given":"Timmy H.","family":"Tseng","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2708-5166","authenticated-orcid":false,"given":"Sara H.","family":"Hsieh","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2451-1353","authenticated-orcid":false,"given":"Crystal T.","family":"Lee","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2021,12,21]]},"reference":[{"issue":"3","key":"key2022090607422184500_ref001","doi-asserted-by":"crossref","first-page":"347","DOI":"10.1177\/002224379703400304","article-title":"Dimensions of brand personality","volume":"34","year":"1997","journal-title":"Journal of Marketing Research"},{"issue":"1","key":"key2022090607422184500_ref002","doi-asserted-by":"crossref","first-page":"87","DOI":"10.1086\/383426","article-title":"The effects of brand relationship norms on consumer attitudes and behavior","volume":"31","year":"2004","journal-title":"Journal of Consumer Research"},{"key":"key2022090607422184500_ref003","doi-asserted-by":"crossref","first-page":"313","DOI":"10.1016\/j.jretconser.2016.04.004","article-title":"The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions","volume":"31","year":"2016","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"9","key":"key2022090607422184500_ref004","doi-asserted-by":"crossref","first-page":"1249","DOI":"10.1108\/IJRDM-07-2020-0239","article-title":"E-retailer cognitive and emotional relationship quality: their experiential antecedents and differential impact on brand evangelism","volume":"49","year":"2021","journal-title":"International Journal of Retail and Distribution Management"},{"issue":"6","key":"key2022090607422184500_ref005","doi-asserted-by":"crossref","first-page":"62","DOI":"10.1509\/jm.15.0205","article-title":"The implications of offering free versions for the performance of paid mobile apps","volume":"81","year":"2017","journal-title":"Journal of Marketing"},{"key":"key2022090607422184500_ref006","doi-asserted-by":"crossref","first-page":"70","DOI":"10.1080\/00913367.2017.1405755","article-title":"Branded app usability: conceptualization, measurement, and prediction of consumer loyalty","volume":"47","year":"2018","journal-title":"Journal of Advertising"},{"issue":"4","key":"key2022090607422184500_ref007","doi-asserted-by":"crossref","first-page":"191","DOI":"10.1016\/j.intmar.2011.06.001","article-title":"The effectiveness of branded mobile phone apps","volume":"25","year":"2011","journal-title":"Journal of Interactive Marketing"},{"issue":"1","key":"key2022090607422184500_ref008","doi-asserted-by":"crossref","first-page":"76","DOI":"10.1177\/0022243718820588","article-title":"Branded apps and their impact on firm value: a\u00a0design perspective","volume":"56","year":"2019","journal-title":"Journal of Marketing Research"},{"issue":"4","key":"key2022090607422184500_ref009","doi-asserted-by":"crossref","first-page":"443","DOI":"10.1007\/s11747-008-0115-z","article-title":"Consumer brand relationships: an investigation of two alternative models","volume":"36","year":"2008","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"4","key":"key2022090607422184500_ref010","doi-asserted-by":"crossref","first-page":"284","DOI":"10.1016\/j.jbusres.2007.06.022","article-title":"Social versus psychological brand community: the role of psychological sense of brand community","volume":"61","year":"2008","journal-title":"Journal of Business Research"},{"key":"key2022090607422184500_ref011","doi-asserted-by":"crossref","first-page":"274","DOI":"10.1016\/j.ijinfomgt.2018.07.012","article-title":"Why do users resist service organization's brand mobile apps? 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