In recent years, the mobile wallet has changed the traditional payment landscape due to the growing popularity of smartphone use and the mass adoption of mobile wallets in emerging markets. The existing literature related to mobile wallet services is primarily focused on various aspects such as product adoption and technology acceptance, consumer satisfaction, behavioral issues, buying intention, etc. The researchers have examined service convenience, service quality, social media influence, risk, privacy, and trust issues. However, existing literature has not explored much on mobile wallet brand choice behavior. There is also a lack of empirical study on consumer-based brand choice modeling backed by the utility maximization theory in the mobile wallet service domain. A total of 474 online samples of m-wallet users were gathered using a brand choice scale. We have used the multinomial logit modeling approach to investigate the consumers' mobile wallet brand selection behavior, considering the different brand dimensions and brand outcomes and the users' demographic information. This study has suggested that the users' expectation fulfilment, satisfaction, and trust are essential to interpreting the mobile wallet service brand choice behavior, wherein demographic variables also play a vital role.
