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

Sandra María Correia Loureiro | Zendy

Open Access

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

Author(s) -

Sandra María Correia Loureiro

Publication year - 2013

Publication title -

international journal of electronic commerce studies

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.196

H-Index - 9

eISSN - 2410-8588

pISSN - 2073-9729

DOI - 10.7903/ijecs.1000

Subject(s) - brand equity , business , brand awareness , brand loyalty , the internet , perceived quality , advertising , loyalty , brand management , marketing , quality (philosophy) , equity (law) , political science , law , philosophy , epistemology , world wide web , computer science

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 awareness/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.

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