چکیده مقاله
The aims of this paper are to measure the brand equity of service firms banking industry using a customer perspective, and to improve the conceptualization ofcustomer based service brand equity A pilot and a main study were conducted This study used a sample of 761 actual customers from Branches of Sepah Bank in Iran The findings in this study support the model of customer based brand equity in service industry From the interrelationships among the organization's presented brand, external brand communications, customer experience with organization, brandimage, brand awareness and perceived quality emerge brand association and brand loyalty and ultimately, brand equity Finally, Partial least squares PLS modeling offers diagnostic information about a conceptual framework for understanding of customer based brand equity in services
کلیدواژهها
نویسندگان
Ali Sanayei
Department of Management, University of Isfahan, Isfahan, Iran
Ali Shaemi
Department of Management, University of Isfahan, Isfahan, Iran
Pari Ahadi
PhD Candidate, Department of Management, University of Isfahan, Isfahan, Iran
شیوه ارجاع
Sanayei, Ali and Shaemi, Ali and Ahadi, Pari,1392,Dimensions of Brand Equity in E-Services, Case of Electronic Banking Industry,7th International Conference on e- Commerce whit focus on e-Security,Kish Island
ارائهشده در
مجموعه مقالات هشتمین کنفرانس بین المللی تجارت الکترونیک با رویکرد بر اعتماد الکترونیکی4 اردیبهشت 1393 · مشهد