Today's consumers have higher and higher expectations from products and services. On the other hand, due to market saturation with the same or similar products and services, companies should turn to creating a better relationship with consumers by encouraging loyalty. Since consumer loyalty is a complex concept (and construct) that is influenced by numerous factors, it is important to find out which factors influence loyalty. The development of technologies, especially mobile technology and mobile devices, and the development of mobile applications for loyalty play a big role in this. The aim of the thesis is to investigate the role of the characteristics of mobile applications in building brand loyalty in the Republic of Croatia. In order to achieve the goal of the work, onetime empirical research was conducted on a convenience sample of 265 respondents. The research instrument was survey questionnaire in digital form created using Google Forms. The results of the research revealed that the characteristics of loyalty mobile applications such as complexity, consistency and comprehensiveness, efficiency, ease of use, are very important in continuous use by consumers. On the other hand, research has shown that consumers do not consider these applications to be more important than other mobile applications. The above leads to the conclusion that loyalty mobile applications serve exclusively as a tool for achieving benefits without excessive emotional attachment on the part of consumers. The research results are indicative and cannot be generalized. Further research can be focused on investigating additional reasons for using such applications and the existence of additional other characteristics that play a role in building consumer brand loyalty.