Abstract Marketers are increasingly adopting the branded app as a strategy to communicate with, engage with, and sell a product to consumers. This study assesses this emerging research theme and its future research directions by adopting the systematic literature review approach and identifying 40 peer-reviewed research papers published since 2008. Using content analysis, the authors highlight several trends and insights, such as field of research, research design, and sampling technique, along with various prevailing constructs, underpinning theories, and research outcomes. The authors’ contribution lies, first, in categorizing branded app extant research into five subthemes: branded app design, branded app adoption, consumer usage and retention, consumer–brand engagement, and consequences of adoption; second, in describing the branded app by breaking it down into four marketing concepts (product, service, media, and marketing tool) to show the integration of existing theories in branded app research whereby 25 existing theories have been used 37 times in branded app research. Further, as its original contribution, the authors conceptualize a new framework on branded app strategy and identify future research directions.

中文翻译：

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品牌应用的新兴现象：系统文献综述，策略和未来研究方向

摘要营销人员越来越多地采用品牌应用程序作为与消费者进行交流，互动并向其销售产品的策略。本研究通过采用系统的文献综述方法，鉴定了自2008年以来发表的40篇经同行评审的研究论文，评估了这一新兴的研究主题及其未来的研究方向。作者使用内容分析突出了几种趋势和见解，例如研究领域，研究领域。设计和抽样技术，以及各种流行的结构，基础理论和研究成果。首先，作者的贡献在于将品牌应用程序的现有研究分为五个子主题：品牌应用程序设计，品牌应用程序采用，消费者使用和保留，消费者与品牌的互动以及采用的后果；第二，通过将品牌应用细分为四个营销概念（产品，服务，媒体和营销工具）来描述品牌应用，以展示现有理论在品牌应用研究中的整合，其中25个现有理论已在品牌应用研究中使用了37次。此外，作为其最初的贡献，作者将品牌应用策略的新框架概念化，并确定未来的研究方向。