Rajaobelina, Lova; Prom Tep, Sandrine; Arcand, Manon; … - In: Journal of Product & Brand Management 30 (2021) 8, pp. 1162-1175
Purpose: This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications (m-banking apps). Design/methodology/approach: An online survey was conducted among 759 Canadian consumers who had used...