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.
الصغير, نيفين. (2019). Brand Equity Role in Customers Planned Behavior in the Egyptian E-Banking Sector. مجلة البحوث التجارية, 41(2), 71-109. doi: 10.21608/zcom.2019.122623
MLA
نيفين الصغير. "Brand Equity Role in Customers Planned Behavior in the Egyptian E-Banking Sector", مجلة البحوث التجارية, 41, 2, 2019, 71-109. doi: 10.21608/zcom.2019.122623
HARVARD
الصغير, نيفين. (2019). 'Brand Equity Role in Customers Planned Behavior in the Egyptian E-Banking Sector', مجلة البحوث التجارية, 41(2), pp. 71-109. doi: 10.21608/zcom.2019.122623
VANCOUVER
الصغير, نيفين. Brand Equity Role in Customers Planned Behavior in the Egyptian E-Banking Sector. مجلة البحوث التجارية, 2019; 41(2): 71-109. doi: 10.21608/zcom.2019.122623
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