Brand Equity and Brand Loyalty in the Internet Banking Context: FIMIX-PLS Market Segmentation
نویسندگان
چکیده
منابع مشابه
Brand Equity and Brand Loyalty in the Internet Banking Context: FIMIX-PLS Market Segmentation
This research presents a model that integrates trust, online risks and benefits, brand awareness/associations, perceived quality and explains how they impact on brand equity and brand loyalty in the context of internet banking. The research model estimation uses the PLS approach and applies FIMIX-PLS to segment the sample. The research findings show that the main difference characterizing the t...
متن کاملThe Effect of Perceived Benefits, Trust, Quality, Brand Awareness/associations and Brand Loyalty on Internet Banking Brand Equity
This research examines the interrelationships of trust, brand awareness/associations, perceived quality and brand loyalty in building Internet banking brand equity. The model was based on data from customers using online banking (customers of an international bank) using the PLS technique. The results suggest that perceived quality and brand loyalty are more important to explain the Internet ba...
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This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and life...
متن کاملThe Role of Trust on Brand Loyalty and Brand Equity
This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...
متن کاملBrand Loyalty and Market Equilibrium
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ژورنال
عنوان ژورنال: Journal of Service Science and Management
سال: 2011
ISSN: 1940-9893,1940-9907
DOI: 10.4236/jssm.2011.44054