Investigating the Effect of Drivers of Customer Equity on Continuance Use Intention of Branded Apps

Customer equity, which is one of the key factors in modern marketing, has been recognized as an influential factor customer loyalty and their behavioral intention. To better understand manage customers' or users' intentions, it necessary to find out effect equity on them. includes three main drivers value brand relationship equity. The present research also seeks investigate continuance use intention, well mediating role this regard. statistical population was users Instagram app a public university Tehran. results data analysis showed that affects loyalty, influences impacts intention effective