Mobile applications (apps) provide companies with a critical platform for customer interaction and the personalization of user experiences. However, a primary challenge lies in the initial acquisition of app downloads. While existing research has explored various factors influencing both continuous app usage and consumers’ willingness to download apps, this literature review specifically examines the role of retailer branding. The review begins by defining key concepts within the context of mobile branded apps. To investigate the impact of brand and corporate attitudes on consumers’ likelihood to download an app, a systematic literature review was conducted following the PRISMA framework. The findings consistently indicate across multiple studies and industries that positive brand perception is significantly associated with greater acceptance of mobile channels, including apps. In particular, brand trust emerges as a key predictor of app usage intention. Furthermore, brand attachment and brand identification play central roles in shaping consumers’ download decisions. These insights offer retailers practical guidance on how to strategically leverage their brand to enhance app attractiveness and increase consumer download intention.