Brand Equity Role In Customers Planned Behavior In The Egyptian E Banking Sector
| المصدر: | مجلة البحوث التجارية |
|---|---|
| الناشر: | جامعة الزقازيق - كلية التجارة |
| المؤلف الرئيسي: | Elsaghier, Niveen Mohamed (Author) |
| المجلد/العدد: | مج41, ع2 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2019
|
| الشهر: | أبريل |
| الصفحات: | 72 - 109 |
| رقم MD: | 981193 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
19
| المستخلص: |
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. |
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