The abandonment behaviour of the branded app consumer: A study using interpretive structural modelling approach
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DOI: 10.1016/j.jretconser.2021.102695
Abstract: Abstract Marketers are increasingly adopting branded app because of their ability to deliver a distinct and gratifying consumer experience. While the user acquisition and adoption of the branded app is growing exponentially, the rate of… read more here.
Keywords: branded app; structural modelling; interpretive structural; study ... See more keywords