Abstract
PurposeThe objective of this study was to investigate the relationship between various drivers of consumer-based brand equity (CBBE) for m-payments and to demonstrate practical relevance. The study examined the indirect relationship between m-payment drivers and satisfaction and their subsequent association with brand equity drivers in the context of m-payments.Design/methodology/approachA survey was administered to a total of 725 respondents. Structural equation modeling, SPSS AMOS and a multi-mediation model using process macros were used to analyze the primary data.FindingsThe results of this study corroborate the post-use driver (satisfaction) and trust mediates drivers of m-payments (perceived usefulness and perceived ease of use) with overall brand equity. Satisfaction and trust exert a positive influence on overall brand equity, and this research will help organizations devise strategies to retain consumers, offer loyalty schemes and brand effectively to bundle services.Originality/valueNovelty was achieved in this study by extending the technology acceptance model to determine the association between m-payment drivers and satisfaction and their subsequent association with overall brand equity, thus providing practical implications.
Subject
Marketing,General Medicine
Reference140 articles.
1. Brand extensions: the good, the bad, and the ugly;Sloan Management Review,1990
2. Measuring brand equity across products and markets;California Management Review,1996
3. Transactions 2025 - the future of payments in India;ACI;Worldwide ACI,2018
4. Trust and commitment within a virtual brand community: the mediating role of brand relationship quality;Information and Management,2018
Cited by
5 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献