Measuring consumer perception of overall brand equity drivers for m-payments

Abstract

Purpose

The 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/approach

A 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.

Findings

The 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/value

Novelty 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.

Citation

Sankaran, R. and Chakraborty, S. (2023), "Measuring consumer perception of overall brand equity drivers for m-payments", International Journal of Bank Marketing, Vol. 41 No. 1, pp. 130-157. https://doi.org/10.1108/IJBM-03-2022-0113