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 a main study were conducted. This study used a sample of 130e-banking customers. From the interrelationships among the organization s presented brand, external brand communications, customer experience with organization, brand image, brand awareness and perceived quality emergebrand association and brand loyalty and ultimately, brand equity. Finally, Partial least squares (PLS) modeling offers diagnostic information about a conceptual framework forunderstanding of customer-based brand equityin e-services.