The serial effects of value in use on consumer brand engagement, perceived brand quality, brand loyalty, and continuance intention toward branded mobile apps

This study investigates the serial effects of value in use on consumer brand engagement, perceived brand quality, brand loyalty, and continuance intention in the context of branded mobile apps. Data collected from 294 U.S. mobile app users were analyzed using complementary methods, including partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis. The results indicate that value in use stimulates consumer brand engagement, which leads to enhanced perceived brand quality and increased brand loyalty. In turn, these factors contribute to higher continuance intention. By recognizing the importance of branded mobile apps in enhancing value co-creation through experiential aspects of use, this study extends the understanding of value in use and consumer brand engagement within the framework of Service-Dominant Logic.