Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing

作者：

Highlights：

• Examine utilization of the marketing adaptability of branded mobile apps.

• Propose a model grounded in the purchaser-brand relationship theory.

• Enhance the comprehension of the impact of brand on consumer behavior.

摘要

•Examine utilization of the marketing adaptability of branded mobile apps.•Propose a model grounded in the purchaser-brand relationship theory.•Enhance the comprehension of the impact of brand on consumer behavior.

论文关键词：Mobile apps usage,Digital footprint,Remarketing,Brand experience,Brand attachment,Brand vocal,Brand loyal,Brand satisfaction

论文评审过程：Received 25 December 2018, Revised 29 March 2019, Accepted 29 March 2019, Available online 9 April 2019, Version of Record 9 April 2019.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2019.03.013