Brand equity role in customers planned behavior in the Egyptian e-banking sector

المؤلف

al-Saghir, Nifin Muhammad

المصدر

[The Journal of Business Research]

العدد

المجلد 41، العدد 2 (30 يونيو/حزيران 2019)، ص ص. 1-38، 38ص.

الناشر

جامعة الزقازيق كلية التجارة

تاريخ النشر

2019-06-30

دولة النشر

مصر

عدد الصفحات

38

التخصصات الرئيسية

الاقتصاد و التجارة

الموضوعات

الملخص EN

The purpose of this paper is to investigate the impact of Brand Equity dimensions on customers planned behavior of the e-banking services in the Egyptian banking sector.

Therefore, a questionnaire had been adopted and directed to customers of e-banking services in the Egyptian context.

Results revealed that there is a significant positive effect of all brand equity dimensions; Awareness, Association, Loyalty and perceived service quality on Subjective Norms, while there had been a significant effect of Awareness, Association and perceived service quality on Attitude.

Finally, a significant positive effect was found for Awareness and Association only on Perceived Behavior Control.

نمط استشهاد جمعية علماء النفس الأمريكية (APA)

al-Saghir, Nifin Muhammad. 2019. Brand equity role in customers planned behavior in the Egyptian e-banking sector. [The Journal of Business Research]،Vol. 41, no. 2, pp.1-38.
https://search.emarefa.net/detail/BIM-1091783

نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)

al-Saghir, Nifin Muhammad. Brand equity role in customers planned behavior in the Egyptian e-banking sector. [The Journal of Business Research] Vol. 41, no. 2 (2019), pp.1-38.
https://search.emarefa.net/detail/BIM-1091783

نمط استشهاد الجمعية الطبية الأمريكية (AMA)

al-Saghir, Nifin Muhammad. Brand equity role in customers planned behavior in the Egyptian e-banking sector. [The Journal of Business Research]. 2019. Vol. 41, no. 2, pp.1-38.
https://search.emarefa.net/detail/BIM-1091783

نوع البيانات

مقالات

لغة النص

الإنجليزية

الملاحظات

-

رقم السجل

BIM-1091783