<p>Although value co-creation has increasingly been discussed as a competitive advantage in advertising and branding literature, little is known about the role of value co-creation in branded mobile apps. Based on service-dominant perspective of value co-creation for consumer engagement, this study considers branded mobile apps as a service system for value co-creation and proposes an analytical model of value co-creation to explain consumer behavior in branded mobile apps. Following the self-determination theory, we propose that brand personalization nurtures consumers’ intrinsic and extrinsic motivations to engage in value co-creation in branded mobile apps, which might lead to desired behavioral outcomes. Data from 265 branded mobile app users illustrate that branded mobile app personalization has a positive effect on app experience, perceived brand coolness, and value co-creation. In turn, value co-creation leads to higher continuance intention to use the app and intention to purchase the brand’s product offerings via apps. Theoretical and managerial implications are highlighted, and the paper ends with limitations and future research directions.</p>