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

Abstract 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.