When are apps worth paying for? An analysis of the market performance of mobile apps

Through the use of established marketing laws such as the brand usage and image relationship and the Double Jeopardy effect, this research shows how to analyze the market performance of different types of mobile apps. The key empirical findings are as follows: apps linked to an offline/online brand...

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Bibliographic Details
Main Authors: L. Stocchi, C. Guerini, Nina Michaelidou
Format: Default Article
Published: 2017
Subjects:
Other commerce, management, tourism and services not elsewhere classified
Mobile apps
Brand usage
Brand image
Double Jeopardy
Business and Management not elsewhere classified
Online Access:https://hdl.handle.net/2134/24195
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