In this post you will find a overview of relevant existing theories that could help to explain how branded apps create brand value and therefore enhance the consumers brand experience. This approach is lacking to include brand loyalty and the creation of advocacy. However the most important aspect, in my opinion, is that an app can become part of the consumers daily routine (for examples of good apps please see this link). These theories are taken from the thesis I made on Branded apps for Strawberryfrog. All further related articles and the actual thesis can be found at this part of my site.