An investigation on the role of brand equity on electronic acceptance
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...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2014-03-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol4/msl_2014_6.pdf |
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