The rise of mobile apps is compelling ambitious companies to rush to market their own branded apps in hopes of building customers’ brand loyalty. By applying service-dominant logic, the lens of affordance, and two brand perceptions (brand competence and brand warmth), this study explores critical determinants of app continuance intention and brand loyalty among app users. Five affordances of branded apps are linked to value-in-use, which contributes both directly and indirectly to the two loyalty-related outcomes, through either brand competence or brand warmth. Data collected from 634 app users support all proposed hypotheses. Theoretical and practical implications are discussed.