TY  - JOUR
T1  - The relationship between brand experience and brand trust: the moderating role of brand awareness in Saudi mobile banking services
A1  - Manal M. EL Mekebbaty
A1  - Mona H. T. Saleh
A1  - Nagwa I. Al badaly
JF  - Journal of Advanced Pharmacy Education and Research
JO  - J Adv Pharm Educ Res
SN  - 2249-3379
Y1  - 2020
VL  - 10
IS  - 3
SP  - 173
EP  - 181
N2  - 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
UR  - https://japer.in/article/the-relationship-between-brand-experience-and-brand-trust-the-moderating-role-of-brand-awareness-in-saudi-mobile-banking-services
ER  -