Dimensions of Brand Equity in E-Services, Case of Electronic Banking Industry
The aims of this paper are to measure the brand equity of e-banking services, and to improve the conceptualization of customer-based e-service brand equity. A pilot and a main study were conducted. The findings in this study support the model of customer-based brand equity in e-service. A pilot and...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Regional Information Center for Science and Technology (RICeST)
2013-04-01
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| Series: | International Journal of Information Science and Management |
| Online Access: | https://ijism.ricest.ac.ir/index.php/ijism/article/view/216 |