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.