An investigation on the role of brand equity on electronic acceptance

Aziziha, H.; Tahermanesh, R.; Hajirasouliha, M.; Faraji, A.; Mousavi, S.

Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print) Quarterly Publication Volume 4 Issue 3 pp. 573-576 , 2014

An investigation on the role of brand equity on electronic acceptance Pages 573-576 Download PDF

Authors: Hosseinali Aziziha, Reza Tahermanesh, Mahsan Hajirasouliha, Ashkan Faraji, Seyed Shahab Mousavi

Keywords: Banking industry, Brand equity, Brand loyalty, Electronic banking

Abstract: This paper presents an empirical study to investigate the effect of brand equity on customer’s adoption of electronic banking. The proposed study uses a standard questionnaire for measuring brand equity, which consists of five items including brand associate, brand awareness, quality perception and brand loyalty. The study also uses another questionnaire, which measures electronic acceptance and both questionnaires are designed in Likert scale. Cronbach alphas for brand equity and electronic acceptance are measured as 0.83 and 0.75, which are above the acceptance level of 0.70. Therefore, we can confirm the validity of both questionnaires. The study is implemented among 384 regular customers of one of Iranian banks, randomly and using Spearman correlation ratio as well as stepwise regression techniques, the study has detected a positive and meaningful relationship between brand equity and customer’s adoption on electronic banking.

How to cite this paper

 Aziziha, H., Tahermanesh, R., Hajirasouliha, M., Faraji, A & Mousavi, S. (2014). An investigation on the role of brand equity on electronic acceptance.Management Science Letters , 4(3), 573-576.

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Management Science Letters

An investigation on the role of brand equity on electronic acceptance Pages 573-576 Download PDF

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