Three items assess whether a branded mobile app makes users feel like unique and individually catered-to customers. Baek and Yoo (2018) developed this scale as one of five subscales measuring branded app usability, defined as the extent to which a mobile app enables effective task completion during brand–consumer interactions. Development involved literature reviews, focus groups, expert review, EFA, and CFA with 319 U.S. smartphone users. AVE was .62.
Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty. Journal of Advertising, 47(1), 70–82.
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