Brand loyalty in FinTech services: The role of self-concept, customer engagement behavior and self-brand connection

Kini, Archana NayakSavitha, BasriHawaldar, Iqbal Thonse2024-08-302024-08-3020242199-8531https://thuvienso.hoasen.edu.vn/handle/123456789/15708Journal of Open Innovation: Technology, Market, and Complexity, Vol. 10, 2024; P. 1-9 https://doi.org/10.1016/j.joitmc.2024.100240enSelf-conceptFinTechSelf-brand connectionRelationship qualityCustomer engagement behaviorLoyaltyBrand loyalty in FinTech services: The role of self-concept, customer engagement behavior and self-brand connectionArticle