Open AccessThe effect of brand equity on investor loyalty in online securities trading using the Technology Acceptance Model
Author(s) -
Puncharat Borirakcharoenkit,
Sasiwemon Sukhabot,
Idsaratt Rinthaisong,
Nimit Soonsan
Publication year - 2022
Publication title -
journal of eastern european and central asian research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.223
H-Index - 5
eISSN - 2328-8280
pISSN - 2328-8272
DOI - 10.15549/jeecar.v9i2.829
Subject(s) - brand equity , business , brand loyalty , loyalty , marketing , equity (law) , advertising , brand awareness , law , political science
The more equity a brand has, the stronger its behavioral loyalty, according to branding theory. This research adopted the technology acceptance model framework to explain the impact of brand equity on investors' loyalty in online securities trading. Our data was collected via a multi-method approach, and using a structured survey, the impact of brand equity on behavioral loyalty was tested. The findings indicate that brand equity impacts behavioral loyalty but does not influence mediators. This research also suggests that perceived ease of use and usefulness play an important role in mediating variables. Our findings impact retailers and brand owners in a variety of ways.