Can Brand Sponsorship Increase Download Intention for mHealth Apps? The Role of Issue Relevance, Brand Involvement, and Perceived App Quality

doi:10.1080/10496491.2021.2015513

科研成果详情

题名	Can Brand Sponsorship Increase Download Intention for mHealth Apps? The Role of Issue Relevance, Brand Involvement, and Perceived App Quality
作者	Yang，Jing 1; Kanthawala，Shaheen 2; Joo，Eunsin 3,5; Kononova，Anastasia 4
发表日期	2021
发表期刊	Journal of Promotion Management
ISSN/eISSN	1049-6491
摘要	Given the ubiquity of mobile health apps, marketers are increasingly using this technology as a popular promotional strategy. The current study investigates the roles of health issue relevance, brand involvement, and perceived app quality in influencing individuals’ download intention for sponsored mobile health apps. Results showed that health issue relevance strongly predicted consumers’ download intention for sponsored mobile health apps through the mediation effect of perceived app quality. Brand involvement was a significant moderator in the mediation model, such that the impact of issue relevance on app download intention mediated by perceived app quality was the strongest at higher levels of brand involvement. Theoretical contributions and managerial implications are discussed in terms of dual processing model frameworks (i.e., elaboration likelihood model and heuristic systematic model), theory of reasoned action, and sponsorship literature.
关键词	brand involvement download intention mHealth app sponsorship
DOI	10.1080/10496491.2021.2015513
URL	查看来源
语种	英语English
Scopus入藏号	2-s2.0-85121789906
引用统计
文献类型	期刊论文
条目标识符	https://repository.uic.edu.cn/handle/39GCC9TT/8339
专题	北师香港浸会大学
通讯作者	Joo，Eunsin
作者单位	1.Loyola University Chicago,Chicago,United States 2.The University of Alabama,Tuscaloosa,United States 3.BNU-HKBU United International College,Zhuhai,China 4.Michigan State University,East Lansing,United States 5.Additional affiliation: Waseda University,Tokyo,Japan
通讯作者单位	北师香港浸会大学
推荐引用方式 GB/T 7714	Yang，Jing,Kanthawala，Shaheen,Joo，Eunsinet al. Can Brand Sponsorship Increase Download Intention for mHealth Apps? The Role of Issue Relevance, Brand Involvement, and Perceived App Quality[J]. Journal of Promotion Management, 2021.
APA	Yang，Jing, Kanthawala，Shaheen, Joo，Eunsin, & Kononova，Anastasia. (2021). Can Brand Sponsorship Increase Download Intention for mHealth Apps? The Role of Issue Relevance, Brand Involvement, and Perceived App Quality. Journal of Promotion Management.
MLA	Yang，Jing,et al."Can Brand Sponsorship Increase Download Intention for mHealth Apps? The Role of Issue Relevance, Brand Involvement, and Perceived App Quality". Journal of Promotion Management (2021).