Branded app atmospherics: Examining the effect of pleasure–arousal–dominance in brand relationship building

By Sara H. Hsieh, Crystal T. Lee, Timmy H. Tseng. 2021

105 citations recorded by the source corpus.

Abstract Given the incredible ability to interact with consumers, branded apps have become a new important brand relationship building platform for marketers. However, despite the remarkable growth of app users, many brands are still struggling to attract continuous usage among user. Past research emphasized on the functional perspective of branded apps usage, yet emotional factors have received less attention. Therefore, to address the research gap, present research draws from the conceptual lens of pleasure-arousal-dominance (PAD) model from environmental psychology to examine the emotional factors of branded apps. The objective of this research is to investigate the drivers of branded app atmospherics in brand relationships. We recruited 408 users by an online survey. Results identify atmospherics cues that influence the experiential emotions of pleasure, arousal and dominance, which generates usage intention. This research contributes knowledge by extending PAD model to branded app context and provide an important ground where practitioners can design atmospherics cues that create emotional experience in branded app to foster brand relationship.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a12df3490206a293a92f2d5faa5b9c3e3a07958f