THE EFFECT OF PERCEIVED BENEFITS, TRUST, QUALITY, BRAND AWARENESS/ASSOCIATIONS AND BRAND LOYALTY ON INTERNET BANKING BRAND EQUITY
نویسندگان
چکیده
منابع مشابه
The 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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ژورنال
عنوان ژورنال: International Journal of Electronic Commerce Studies
سال: 2013
ISSN: 2073-9729
DOI: 10.7903/ijecs.1000