× Copyright Disclaimer Privacy Policy Author Guidelines Current Issue Archive Publishing Ethics Join As Reviewer Advertise Submit Article Abstracting And Indexing Editorial Board Contact Editor-in-Chief Scope of the Journal About the Journal


JAPER is indexed in SCOPUS

 

The relationship between brand experience and brand trust: the moderating role of brand awareness in Saudi mobile banking services

 

Manal M. EL Mekebbaty 1*, Mona H. T. Saleh 2, Nagwa I. Al badal1y 3

1 Assistant Professor, Business Administration Department, College of Applied Studies and Community Service, Imam Abdulrahman Bin Faisal University, Dammam, Saudi Arabia. 2Assistant Professor, Marketing Department, College of Applied Studies and Community Service, Imam Abdulrahman Bin Faisal University, Dammam, Saudi Arabia. 3 Assistant Professor of Law, College of Applied Studies and Community Service, Imam Abdulrahman Bin Faisal University Dammam, Saudi Arabia.


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.

Keywords: Brand Experience, Brand Trust, Brand Awareness, M-banking services.


 


Contact SPER Publications


SPER Publications and Solutions Pvt. Ltd.

HD - 236,
Near The Shri Ram Millenium School,
Sector 135,
Noida-Greater Noida Expressway,
Noida-201301 [Delhi-NCR] India