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The effect of brand equity on investor loyalty in online securities trading using the Technology Acceptance Model
| Content Provider | Directory of Open Access Journals (DOAJ) |
|---|---|
| Author | Puncharat Borirakcharoenkit Sasiwemon Sukhabot Idsaratt Rinthaisong Nimit Soonsan |
| Abstract | The more equity a brand has, the stronger its behavioral loyalty, according to branding theory. This research adopted the technology acceptance model framework to explain the impact of brand equity on investors' loyalty in online securities trading. Our data was collected via a multi-method approach, and using a structured survey, the impact of brand equity on behavioral loyalty was tested. The findings indicate that brand equity impacts behavioral loyalty but does not influence mediators. This research also suggests that perceived ease of use and usefulness play an important role in mediating variables. Our findings impact retailers and brand owners in a variety of ways. |
| Related Links | https://ieeca.org/journal/index.php/JEECAR/article/view/829 |
| ISSN | 23288272 |
| e-ISSN | 23288280 |
| DOI | 10.15549/jeecar.v9i2.829 |
| Journal | Journal of Eastern European and Central Asian Research |
| Issue Number | 2 |
| Volume Number | 9 |
| Language | English |
| Publisher | IEECA |
| Publisher Place | United States |
| Access Restriction | Open |
| Subject Keyword | Business Investor Brand Equity Loyalty Technology Acceptance Model (tam) |
| Content Type | Text |
| Resource Type | Article |
| Subject | Finance Business and International Management Strategy and Management Economics and Econometrics Organizational Behavior and Human Resource Management Marketing |
