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Title: Applicazioni mobile: la relazione tra utilizzo e immagini
Authors: Guerini, Carolina
Stocchi, Lara
Issue Date: 2016
Publisher: Il mulino
Bibliographic citation: Guerini Carolina, Stocchi Lara (2016), Applicazioni mobile: la relazione tra utilizzo e immagini. In: Micro & macro marketing, a. 25, n. 2, agosto 2016, p. 209-228. ISSN 1121-4228. E-ISSN 2612-2073. ISBN 978-88-15-26236-3. DOI 10.1431/83711.
Abstract: Adding to the poorness of studies this pare examines the relationship between brand image and usage (current and future) of free and paid branded mobile applications. The results obtained from the analysis of a large set of consumer panel data referred to Italian consumers provide two clear empirical findings: there is a positive relationship between brand image and current usage of mobile apps; the mentioned relationship is stronger for free mobile apps. These findings hava straightforward implications for branding practices in the m-context.
Journal/Book: Micro & macro marketing
ISBN: 978-88-15-26236-3
ISSN: 1121-4228
Appears in Collections:Contributo in rivista

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