Brand Equity Role in Customers Planned Behavior in the Egyptian E-Banking Sector | ||||
| مجلة البحوث التجارية | ||||
| Article 8, Volume 41, Issue 2, April 2019, Page 71-109 PDF (780.2 K) | ||||
| Document Type: تجاریة کل ما یتعلق بالعلوم التجاریة | ||||
| DOI: 10.21608/zcom.2019.122623 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| نيفين الصغير | ||||
| کلية الإدارة والتکنولوجيا (قسم التسويق والأعمال الدولية) الأکاديمية العربية للعلوم والتکنولوجيا والنقل البحري (AASTMT). مصر ، الإسکندرية ، ميامي | ||||
| Abstract | ||||
| Abstract 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. | ||||
| Keywords | ||||
| Brand Equity; Egyptian banking | ||||
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