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 resul...
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| Format: | article |
| Language: | eng |
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2017
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| Online Access: | https://ciencia.iscte-iul.pt/id/ci-pub-18773 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/13934 |