Beta
ManageSearchChatDiscover
122623

Brand Equity Role in Customers Planned Behavior in the Egyptian E-Banking Sector

Article

Last updated: 04 Jan 2025

OverviewSimilar Items

Subjects

-

Tags

علوم المحاسبة وإدارة الأعمال

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.

DOI

10.21608/zcom.2019.122623

Keywords

Brand Equity, Egyptian banking

Authors

First Name

نيفين

Last Name

الصغير

MiddleName

-

Affiliation

کلية الإدارة والتکنولوجيا (قسم التسويق والأعمال الدولية) الأکاديمية العربية للعلوم والتکنولوجيا والنقل البحري (AASTMT). مصر ، الإسکندرية ، ميامي

Email

-

City

الاسکندریة

Orcid

-

Volume

41

Article Issue

2

Related Issue

18274

Issue Date

2019-04-01

Receive Date

2019-02-03

Publish Date

2019-04-01

Page Start

71

Page End

109

Print ISSN

1110-7731

Online ISSN

2735-4512

Article File

ZCOM_Volume 41_Issue 2_Pages 71-109.pdf

PDF . 798.9kB

Link

https://zcom.journals.ekb.eg/article_122623.html

Detail API

https://zcom.journals.ekb.eg/service?article_code=122623

Order

8

Type

تجاریة کل ما یتعلق بالعلوم التجاریة

Type Code

1,572

Publication Type

Journal

Publication Title

مجلة البحوث التجارية

Publication Link

https://zcom.journals.ekb.eg/

MainTitle

Brand Equity Role in Customers Planned Behavior in the Egyptian E-Banking Sector

Details

Type

Article

Created At

23 Jan 2023