Title: Brand management for digital currencies

Authors: Vikram Kumar Sharma; Saumya Singh

Addresses: Institute of Management Studies (IMS) Ghaziabad – B School, Lal Quan, Ghaziabad, Uttar Pradesh, India; Department of Management Studies, Indian Institute of Technology (ISM), Dhanbad, India ' Department of Management Studies, Indian Institute of Technology (ISM), Dhanbad, Jharkhand, India

Abstract: The COVID-19 pandemic has led to a major shift in the way people pay for goods and services In India, a number of businesses have emerged to provide mobile payment and banking services, such as Paytm, PhonePe, and Google Pay These services allow people to make cashless transactions, which helps to reduce the spread of the virus This paper analyses the trend and share of these mobile payment companies in India The study is based on secondary data sources and online published data The findings show that subjective norms, attitude, perceived utility, perceived ease of use, and mobile payment use intention all significantly influence each other The study also found that mindfulness has a positive impact on the uptake of mobile payments Mindfulness is the practice of paying attention to the present moment without judgement This can help people to overcome their fears and concerns about using mobile payments.

Keywords: mobile payment; banking; brand management; digital transaction; digital currency.

DOI: 10.1504/IJEBANK.2024.139214

International Journal of Electronic Banking, 2024 Vol.4 No.3, pp.193 - 214

Received: 08 Oct 2023
Accepted: 05 Jan 2024
Published online: 26 Jun 2024 *

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