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Abstract The mobile payment app market is highly competitive, making brand loyalty a key source of competitive advantage. This study investigates the primary factors that drive brand loyalty within the mobile payment app industry. A conceptual model is developed based on the stimulus–organism–response (S–O–R) framework. To test the model, a quantitative study was conducted using an online survey of 353 mobile payment app users from a developing country.
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
