An Investigation on the Influence of Brand-related Apps on Brand Engagement of Green Brand and Following Behaviours
There is a significant growth of the number of smartphone applications’ users around the world. Moreover, the usage of apps dominates the time spent with mobile (Chaffey, 2016). A clear business opportunity via mobile applications is appeared. Therefore, this research aims to discuss the influence o...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2016
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| Online Access: | https://eprints.nottingham.ac.uk/36900/ |
| _version_ | 1848795356398092288 |
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| author | HUANG, YUN-TING |
| author_facet | HUANG, YUN-TING |
| author_sort | HUANG, YUN-TING |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | There is a significant growth of the number of smartphone applications’ users around the world. Moreover, the usage of apps dominates the time spent with mobile (Chaffey, 2016). A clear business opportunity via mobile applications is appeared. Therefore, this research aims to discuss the influence of the features of brand-related applications (apps) on brand engagement and the consequences of brand engagement. The brand used as an example in this study is set as the Taiwanese green brand, Gogoro. The designed questionnaire was distributed through online platform. The further analysis for the data was conducted through IBM SPSS 23 software. The results support the hypotheses that the three features of brand-related apps positively influence on brand engagement, perceived value and satisfaction. Moreover, brand engagement significantly influences brand attitude and (e)-word-of-mouth. However, some of the features do not have the significant influence. The limitations and recommendations for further research are also included in the end. |
| first_indexed | 2025-11-14T19:30:47Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-36900 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T19:30:47Z |
| publishDate | 2016 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-369002017-10-19T17:03:53Z https://eprints.nottingham.ac.uk/36900/ An Investigation on the Influence of Brand-related Apps on Brand Engagement of Green Brand and Following Behaviours HUANG, YUN-TING There is a significant growth of the number of smartphone applications’ users around the world. Moreover, the usage of apps dominates the time spent with mobile (Chaffey, 2016). A clear business opportunity via mobile applications is appeared. Therefore, this research aims to discuss the influence of the features of brand-related applications (apps) on brand engagement and the consequences of brand engagement. The brand used as an example in this study is set as the Taiwanese green brand, Gogoro. The designed questionnaire was distributed through online platform. The further analysis for the data was conducted through IBM SPSS 23 software. The results support the hypotheses that the three features of brand-related apps positively influence on brand engagement, perceived value and satisfaction. Moreover, brand engagement significantly influences brand attitude and (e)-word-of-mouth. However, some of the features do not have the significant influence. The limitations and recommendations for further research are also included in the end. 2016-09-15 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/36900/1/MSc%20Marketing-Dissertation-Huang%2CYun-Ting.pdf HUANG, YUN-TING (2016) An Investigation on the Influence of Brand-related Apps on Brand Engagement of Green Brand and Following Behaviours. [Dissertation (University of Nottingham only)] |
| spellingShingle | HUANG, YUN-TING An Investigation on the Influence of Brand-related Apps on Brand Engagement of Green Brand and Following Behaviours |
| title | An Investigation on the Influence of Brand-related Apps on Brand Engagement of Green Brand and Following Behaviours |
| title_full | An Investigation on the Influence of Brand-related Apps on Brand Engagement of Green Brand and Following Behaviours |
| title_fullStr | An Investigation on the Influence of Brand-related Apps on Brand Engagement of Green Brand and Following Behaviours |
| title_full_unstemmed | An Investigation on the Influence of Brand-related Apps on Brand Engagement of Green Brand and Following Behaviours |
| title_short | An Investigation on the Influence of Brand-related Apps on Brand Engagement of Green Brand and Following Behaviours |
| title_sort | investigation on the influence of brand-related apps on brand engagement of green brand and following behaviours |
| url | https://eprints.nottingham.ac.uk/36900/ |