The path from customer brand engagement to value co-creation in mobile branded apps

Abstract

While the drivers of value co-creation in service contexts have garnered significant scholarly attention, the specific dynamics within smartphone applications remain underexplored. This study addresses this gap by examining how consumer brand engagement influences value co-creation through task-service fit, perceived usefulness, and perceived ease of use in mobile app environments. The research model was validated utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) on a sample of 321 mobile app users, further supported by fuzzy set Qualitative Comparative Analysis (fsQCA). Our findings revealed that consumer brand engagement is a critical driver of both task-service fit and value co-creation, underscoring its importance in the branded mobile app context. This research contributes to the literature by establishing a nuanced understanding of the interplay between brand engagement and value co-creation in digital platforms. Additionally, it offers practical insights for marketers, suggesting that branded apps can serve as effective marketing platforms to enhance customer engagement and foster value co-creation, ultimately driving competitive advantage in the mobile app market.