When Are Apps Worth Paying For? How Marketers Can Analyze the Market Performance of Mobile Apps

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.
Stocchi, Guerini and Michaelidou


  • Apps linked to existing brands attract more users and create a stronger brand image when offered for free.
  • Independent apps attract more users and build a stronger brand image when offered at a price.
  • In the first instance, managers should treat the app as a brand extension and an add-on to the promotional mix, as a way to appeal to the existing customers of the brand.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands