This study investigates the impact of branded mobile applications on brand loyalty, using the “Cartão Continente” app as a case study. In an increasingly digital era, where interactive communication and consumer empowerment are paramount, mobile applications have emerged as a critical tool for promoting brand-consumer relationships. Despite the growing importance of branded apps, few studies explore the distinctive characteristics that make them effective in driving loyalty. This research aims to fill this gap by examining the relationships between perceived benefits, engagement, satisfaction, perceived quality, information quality, positive word-of-mouth, and their influence on brand loyalty. Data were collected through an online questionnaire distributed to 441 respondents, with 372 valid responses analyzed using IBM SPSS 27. The sample predominantly consisted of women aged 18–24 residing in Portugal and with higher education qualifications. Results from linear regression analysis revealed that satisfaction and engagement significantly impact loyalty, while perceived benefits and perceived quality showed no statistically significant relationship. Additionally, information quality positively influenced app usage, and loyalty was strongly associated with positive word-of-mouth. Key findings highlight consumer value features such as discount coupons, product search functionality, and shopping lists, while games and social media sharing were deemed less important. The study concludes that branded apps can enhance loyalty by focusing on information quality, customer engagement, and satisfaction. However, limitations include the study's reliance on a specific app and a relatively small sample of active users. Future research should explore the characteristics of mobile applications that drive loyalty across different demographics and sectors, providing deeper insights into consumer-brand relationships in the digital age.