Manal M. EL Mekebbaty, Mona H. T. Saleh, Nagwa I. Al badaly

Abstract

This research paper attempted to explore the relationships among brand experience and trust in Saudi mobile banking services by using brand awareness as a moderator variable. Nonlinear partial least squares - structural equation modeling (PLS-SEM) was used for data analyses. Data collected from 320 m-banking users by an online survey indicate that behavioral, affective, and intellectual experiences have positive and significant direct relationship with brand trust. Whether sensory experience can motivate brand trust only through increasing the brand awareness. This study provides different theoretical and philosophical contributions to brand trust in the online context. Furthermore, this study reviewed practical implications in M-banking services, in the critical time of the COVID-19 pandemic, and the encouragement of electronic transactions in various fields