What the app? A 17-country study of apps’ effectiveness for brand lift

Purpose This research aims to explain the effectiveness of mobile apps in establishing a visual linkage to the brand behind the app, enhancing its distinctiveness and, overall, leading to greater correct brand recognition (brand lift). Design/methodology/approach The study analyzes online survey data (n = 6,819) for 29 apps across 17 countries in a popular category: travel booking. It compares respondents’ ability to correctly recognize brands from debranded app versions. It also considers app usage (e.g. number of travel booking apps owned/used), broader consumer behavior (e.g. travel booking in the last year) and demographics (e.g. age, gender and country). Findings Having the app on one’s device results in significantly higher correct brand recognition. The brand lift effect is greater for consumers using more travel booking apps and those who have recently booked travel. In contrast, consistent with advertising clutter effects, the number of travel bookings on one’s device reduced recognition odds. Some demographic differences appear, such as a greater lift for younger users and females. Finally, countries with higher digital competitiveness show a greater brand lift of apps, confirming both macro and micro influences on consumer memory. Practical implications The findings of this study translate into practical guidelines on how to leverage mobile apps to increase correct brand recognition, which is a prerequisite to attain other brand outcomes, including potential flow-on effects on buying behavior. Originality/value This research advances branding literature by showing how mobile apps drive correct brand recognition, using multiapp, multicountry data and robust analytical methods to ensure strong conclusions.