The Effect of Perceived Benefits, Trust, Quality, Brand Awareness/Associations and Brand Loyalty on Internet Banking Brand Equity

Abstract

This research examines the interrelationships of trust, brand awareness/associations, perceived quality and brand loyalty in building Internet banking brand equity. The model was based on data from customers using online banking (customers of an international bank) using the PLS technique. The results suggest that perceived quality and brand loyalty are more important to explain the Internet banking brand equity than brand awareness/associations and trust. Interestingly, trust contributes only indirectly, through perceived quality and brand awareness/association to Internet banking brand equity. Online perceived benefits impact positively on customers' trust and online perceived risks tend to be lower when trust increases.

Brand Loyalty Determinants in the Context of a Soft Drink Brand

“…The literature concerning the theorization about brands has centered around the relation customer-brand, based on a metaphor that suggests that the customers create relations with brands the same way they create relations in a social context (Loureiro, 2013). However, a clear conceptual comprehension about customer-brand relations development requires the integration of both attitudinal and behavioral aspects in a predefined order to reflect the development and flux of events in the relation customer-brand, establishing satisfactory results for both parties (company and customer) (He, Li, & Harris, 2012;Sreejesh, Roy, & Sarkar, 2016).…”

“…Another brand loyalty determinant considered in the study was brand personality, that is another important customer behavior booster in a variety of contexts. It is understood by brand personality a set of "human" characteristics associated with the brand (Aaker, 1997;Aggarwal & McGill, 2012;Loureiro, 2013). In other words, its symbolic or self-expressive function easily allows customers to associate human personality traits with the brand.…”

“…In this sense, the brand continues to be a potential differentiation alternative according to the features of the market it acts and its positioning facing the competitors. Thus, marketing managers must consider some dimensions related to products and/or services and to other aspects involved in the consumption and purchase decision process, which are vital for their market positioning, and may generate favorable, positive and strong associations, resulting in a single brand in the customers' mind (Loureiro, 2013;Giovanis, 2016;Bairrada, Coelho, & Coelho, 2018).…”

Determining the impact of brand equity on consumer purchase intention

“…What is more, brand awareness affects the formation and power of perceived quality. Therefore, brand awareness dimension is a major premise of the perceived quality (Aaker, 1991;Keller, 2003;Loureiro, 2013;Ahmad & Sherwani, 2015;Can, 2016). In this context, the hypothesis-1 can be stated as follows (H 1 ); H 1 : Brand awareness has an effect on perceived quality.…”

Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model

“…For online retailers, the management of their retail brand equity is essential to maintain a sustainable competitive advantage (Christodoulides, de Chernatony, Furrer, Shiu, & Abimbola, 2006;Kim, Sharma, & Setzekorn, 2002;Kotha, Rajgopal, & Rindova, 2001). Past studies suggest that online retailers can build stronger consumer-based brand equity by providing excellent service quality, building consumer trust on their brands, and meeting their expectations (Loureiro, 2013;McKinney, Yoon, & Zahedi, 2002;Porter, 1980). Despite the strategic importance for e-retailers to create, nurture, and manage their consumer-based retail brand equity, research in this area focus more on the electronic retail or e-retail quality rather than e-retail brand equity.…”