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

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.