Author/Authors :
Aziziha، Hosseinali نويسنده Department of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran , , Tahermanesh، Reza نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran , , Hajirasouliha، Mahsan نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran , , Faraji، Ashkan نويسنده Department of Management and Accounting, South Branch, Islamic Azad University, Tehran, Iran , , Mousavi، Seyed Shahab نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran ,
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.
