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http://hdl.handle.net/10071/13934
acessibilidade
Title: The effect of perceived benefits, trust, quality, brand awareness/associations and brand loyalty on internet banking brand equity
Authors: Loureiro, S. M. C.
Keywords: Online banking brand equity
Trust
Loyalty
Perceived quality
Brand awareness
Online benefits
Issue Date: 2013
Publisher: Academy of Taiwan Information Systems Research
Abstract: 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.
Peer reviewed: yes
URI: https://ciencia.iscte-iul.pt/id/ci-pub-18773
http://hdl.handle.net/10071/13934
DOI: 10.7903/ijecs.1000
ISSN: 2073-9729
Publisher version: The definitive version is available at: http://dx.doi.org/10.7903/ijecs.1000
Appears in Collections:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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