Branded App Usability: Conceptualization, Measurement, and Prediction of Consumer Loyalty

Tae Hyun Baek, Chan Yun Yoo

Research output: Contribution to journalArticlepeer-review

58 Scopus citations


Despite the importance of usability assessment, few studies have taken a consumer-centric approach to conceptualize and measure the underlying dimensions of branded app usability. Addressing this gap in the literature, we developed and validated a holistic measure of branded app usability based on consumer evaluations rather than the various technical issues previously addressed in mobile marketing studies. The results indicate that branded app usability, as a multidimensional construct, consists of 13 items in five factors: user-friendliness, personalization, speed, fun, and omnipresence. Theoretical and practical implications for measuring branded app usability are discussed.

Original languageEnglish
Pages (from-to)70-82
Number of pages13
JournalJournal of Advertising
Issue number1
StatePublished - Jan 2 2018

Bibliographical note

Publisher Copyright:
Copyright © 2018, American Academy of Advertising.

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing


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