@inproceedings{0be4a6789a414a99b707bbdaf3bc8e3f,
title = "Technology leadership, brand equity, and customer loyalty towards fintech service providers in China",
abstract = "China claims the world's largest mobile payments market and serves as the global benchmark for other markets to pursue. As the battle over the Chinese mobile wallet market wages on, the gap between leading players WeChat Pay (owned by Tencent) and Alipay remains narrow. Based on brand equity theory and symbolic value theory, a research model is proposed to investigate the relationship between Fintech's technology leadership, brand equity, and customer loyalty. The results show that Alipay provides more innovative and diversified financial services and outperforms WeChat Pay in technology leadership. The study confirms that technology leadership positively affects brand equity, which in turn positively affects customer loyalty. The boundary condition for different type of customers is considered and implications for theory and practice are also discussed.",
keywords = "Brand equity, Customer loyalty, Technology leadership",
author = "May Wang and Younghoon Chang",
note = "Funding Information: This project is supported by the UIC Research Grant 201831. Publisher Copyright: {\textcopyright} 2018 Association for Information Systems. All rights reserved.; 24th Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018 ; Conference date: 16-08-2018 Through 18-08-2018",
year = "2018",
language = "English",
isbn = "9780996683166",
series = "Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018",
publisher = "Association for Information Systems",
booktitle = "Americas Conference on Information Systems 2018",
address = "United States",
}
