Consumer Engagement with Branded Mobile Applications: The Nexus of Brand Loyalty, Perceived Quality, and Brand Evangelism

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Published: Dec 30, 2024
DOI: https://doi.org/10.70580/jwb.05.02.0220
Keywords:
Perceived Quality, Brand Loyalty, Brand Evangelism, Brands, Branded Mobile, Pakistan

Main Article Content

Javeria Shabbir
Riphah Language Learning Centre, Riphah International University, Rawalpindi Pakistan.
https://orcid.org/0000-0003-1078-6628
Shehla Akhtar
National University of Modern Languages, Islamabad Pakistan.
https://orcid.org/0009-0008-7636-7809
Norazah Mohd Suki
Universiti Utara Malaysia, Kuala Lumpur, Malaysia
https://orcid.org/0000-0002-8422-2449

Abstract

This study aims to examine consumer engagement with branded mobile applications (apps) in terms of the impacts of brand loyalty, perceived quality, and brand evangelism. The partial least squares-structural equation modeling (PLS-SEM) approach was utilized for data analysis. This study confirmed that perceived quality had a positive impact on brand loyalty in consumer engagement with branded mobile apps. Consumers would consider specific branded mobile apps as their first choice and are loyal when they are of high quality. They also believe that branded mobile apps will be functional and dependable when used. As a result, they will not download other branded mobile apps that are similar to their preferred brand that are available at the online store. Marketers should emphasize the importance of brand loyalty in fostering brand evangelism among consumers, as perceived quality influences consumer brand loyalty, resulting in an increase in branded mobile apps’ consumer brand evangelism. The future research direction is also provided.

Article Details

How to Cite
Shabbir, J., Akhtar, S., & Mohd Suki, N. . (2024). Consumer Engagement with Branded Mobile Applications: The Nexus of Brand Loyalty, Perceived Quality, and Brand Evangelism . Journal of Workplace Behavior, 5(2), 36–45. https://doi.org/10.70580/jwb.05.02.0220
Issue
Vol. 5 No. 2 (2024): Journal of Workplace Behavior (JoWB)
Section
Articles
Author Biographies

Javeria Shabbir, Riphah Language Learning Centre, Riphah International University, Rawalpindi Pakistan.

Javeria Shabbir (PhD) is a seasoned professional currently pursuing a Ph.D. in Marketing with an extensive career in academia, digital marketing consultancy, and event management. With over a decade of experience, she has excelled in various roles, from faculty member to manager at NUML Placement Center, where she drove substantial growth in student engagement, career counseling, and job opportunities. Her key achievements include organizing over 90 events, such as annual job fairs and corporate grooming sessions. In addition to her managerial roles, she has provided strategic marketing and branding consultancy, notably working with corporate and academic institutions to enhance student career development and branding efforts. She holds a Doctoral degree in Marketing from the University of Utara Malaysia and she has presented research at several high-profile conferences. Ms. Shabbir's research focuses on consumer behavior, brand Evangelism, social media engagement, and brand equity, with numerous publications in high-impact journals. She has delivered keynote speeches at international conferences and written book chapters, contributing to emerging trends in marketing research.

Shehla Akhtar, National University of Modern Languages, Islamabad Pakistan.

Shehla Akhtar – Shehla Akhtar graduated from the Master of Business administration (Finance) program
at Mohammad Ali Jinnah University, Pakistan. Furthermore, she completed the master of Science from
the same University and later on the Doctorate Degree from NUML, Islamabad, Pakistan. Dr Shehla
Akhtar is serving as Assistant Professor at NUML University, Islamabad. As part of the job requirement to
publish a research work annually, she keep on working to explore various areas of research in the field.

Norazah Mohd Suki, Universiti Utara Malaysia, Kuala Lumpur, Malaysia

Lt. Colonel (CD) Professor Ts. Dr. Norazah Mohd Suki is a Professor of Marketing and E-Commerce at Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara Malaysia. She strives in the academic field with various achievements in academics and co-curricular activities. Prof Norazah, who has been recognised thrice in the list of World's Top 2% Scientists by Stanford University, is named under the field of business and management and the subfields of marketing, also earn recognition under the ‘Career-long World’s Top 2% Scientists’ list. Besides, she is the recipient of Malaysia’s Research Star Award 2018, Highly Commended Paper in Emerald Literati Network Awards for Excellence in 2015 and 2017, Winners of the IGI Global Seventh Annual Awards Excellence in Research Journal, etc. She’s also the recipient of Anugerah Tokoh Penyelidik 2015 UMS (Social Sciences). Her research interests include marketing research, consumer behaviour, M-commerce, E-commerce, E-marketing, green marketing, Islamic marketing, and areas related to marketing. She has mentored several post-graduate students and published more than 300 papers in referred journals, book chapters, books, and conference papers detailing her research activities, on top of coordinating and participating in several research projects. She is also the editor of several SCOPUS-indexed books. She has wide-ranging experiences as an invited speaker on courses related to Structural Equation Modelling (SEM), Statistical Package for Social Sciences (SPSS) and research methodology. With her active participation in the co-curricular activities of Pasukan Siswa Angkatan Pertahanan Awam Malaysia, she was awarded Pingat Am Pertahanan Awam in 2017, and Pingat Bakti Pertahanan Awam in 2021. Prof Dr Norazah can be contacted at azahsuki@yahoo.com.

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