Purpose: This research seeks to establish the roles of marketer-driven relationship-building strategies – relationship-marketing orientation and knowledge sharing with customers on intrinsic customer motivation and the continued usage of mobile banking apps. Design/methodology/approach: An...

A brand community is a community of brand lovers bound together by a common string that is the love for a brand. It is a specialized community and bereft of any geographical boundaries. At the center of a brand community is a brand or a product, and like other communities, brand communities are...