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THE EFFECT OF PERCEIVED BENEFITS, TRUST, QUALITY, BRAND AWARENESS/ASSOCIATIONS AND BRAND LOYALTY ON INTERNET BANKING BRAND EQUITY

International Journal of Electronic Commerce Studies

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Title THE EFFECT OF PERCEIVED BENEFITS, TRUST, QUALITY, BRAND AWARENESS/ASSOCIATIONS AND BRAND LOYALTY ON INTERNET BANKING BRAND EQUITY
 
Creator Loureiro, Sandra Maria Correia; University Institute of Lisbon (ISCTE-IUL), Business Research Unit (BRU/UNIDE)
 
Subject online banking brand equity; trust, loyalty; perceived quality; brand awareness, online benefits
 
Description 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 banking brand equity than brand awareness/associations and trust. Interestingly, trust contributes only indirectly, through perceived quality and brand wareness/association to Internet banking brand equity. Online perceived benefits impact positively on customers’ trust and online perceived risks tend to be lower when trust increases.To cite this document: Sandra Maria Correia Loureiro, "The effect of perceived benefits, trust, quality, brand awareness/associations and brand loyalty on internet banking brand equity", International Journal of Electronic Commerce Studies, Vol.4, No.2, pp. 139-158, 2013.Permanent link to this document:http://dx.doi.org/10.7903/ijecs.1000
 
Publisher Academy of Taiwan Information Systems Research
 
Contributor —
 
Date 2014-05-15
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://academic-pub.org/ojs/index.php/ijecs/article/view/1000
 
Source International Journal of Electronic Commerce Studies; Vol 4, No 2 (2013); 139-158
2073-9729
 
Language eng
 
Relation http://academic-pub.org/ojs/index.php/ijecs/article/view/1000/105
http://academic-pub.org/ojs/index.php/ijecs/article/downloadSuppFile/1000/3
 
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