Identification of two decision-making paths underpinning the continued use of branded apps

Lara Stocchi, Naser Pourazad, Nina Michaelidou

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)


This study investigates two decision-making paths that underpin the continued use of branded apps. One path originates from past use of a category of apps and leads to continued use of a branded app from that category via recognition. The second path also starts with past use, but leads to continued use through the evaluation of the app's benefits. Two empirical studies test and subsequently validate the resulting conceptual model, confirming that both paths underpin continued use; however, the strength of the theoretical links varies, and the two paths warrant separate investigation. These outcomes support the generalizability of the proposed model, highlighting its potential as a tool to advance the understanding of consumer decision-making leading to the continued use of branded apps. The findings of this study also yield practical relevance, especially for the delineation of strategies to enhance the chances of market survival of branded apps.

Original languageEnglish
Pages (from-to)1362-1377
Number of pages16
JournalPsychology and Marketing
Issue number10
Publication statusPublished - 1 Oct 2020


  • app continued use
  • brand evaluation
  • brand recognition
  • branded mobile apps
  • consumer decision-making
  • past behavior


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