Brand Equity and Brand Loyalty in the Internet Banking Context: FIMIX-PLS Market Segmentation
ABSTRACT
This research presents a model that integrates trust, online risks and benefits, brand awareness/associations, perceived quality and explains how they impact on brand equity and brand loyalty in the context of internet banking. The research model estimation uses the PLS approach and applies FIMIX-PLS to segment the sample. The research findings show that the main difference characterizing the two uncovered customer segments lies in the place of residence. Thus, the impact of online benefits on trust in the service provided is stronger for the first segment than for the second. For customers of the second segment, confidence in the bank’s web site information leads to a better perception of service quality and this is very important to ensure loyalty to the brand.
This research presents a model that integrates trust, online risks and benefits, brand awareness/associations, perceived quality and explains how they impact on brand equity and brand loyalty in the context of internet banking. The research model estimation uses the PLS approach and applies FIMIX-PLS to segment the sample. The research findings show that the main difference characterizing the two uncovered customer segments lies in the place of residence. Thus, the impact of online benefits on trust in the service provided is stronger for the first segment than for the second. For customers of the second segment, confidence in the bank’s web site information leads to a better perception of service quality and this is very important to ensure loyalty to the brand.
Cite this paper
nullS. Loureiro and F. Miranda, "Brand Equity and Brand Loyalty in the Internet Banking Context: FIMIX-PLS Market Segmentation," Journal of Service Science and Management, Vol. 4 No. 4, 2011, pp. 476-485. doi: 10.4236/jssm.2011.44054.
nullS. Loureiro and F. Miranda, "Brand Equity and Brand Loyalty in the Internet Banking Context: FIMIX-PLS Market Segmentation," Journal of Service Science and Management, Vol. 4 No. 4, 2011, pp. 476-485. doi: 10.4236/jssm.2011.44054.
References
[1] P. Tero, K. Pikkarainen, H. Karjaluoto and S. Pahnila, “Consumer Acceptance of Online Banking: An Extension of the Technology Acceptance Model,” Internet Research, Vol. 14, No. 3, 2004, pp. 224-235. doi:10.1108/10662240410542652 [2] M. J. Bitner, A. L. Ostrom and M. L. Meuter, “Implementing Successful Self-Service Technologies,” The Aca- demy of Management Executive, Vol. 16, No. 4, 2002, pp. 96-108. doi:10.5465/AME.2002.8951333 [3] D. S. Johnson, “Achieving Customer Value from Ele- ctronic Channels through Identity Commitment, Calculative Commitment and Trust in Technology,” Journal of Interactive Marketing, Vol. 21, No. 4, 2007, pp. 2-22. doi:10.1002/dir.20091 [4] M. L. Meuter, A. L. Ostrom, R. L. Roundtree and M. J. Bitner, “Self-service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters,” Journal of Marketing, Vol. 64, No. 3, 2000, pp. 50-64. doi:10.1509/jmkg.64.3.50.18024 [5] G.-K. Sonja and R. Faullant, “Consumer Acceptance of Internet Banking: The Influence of Internet Trust,” International Journal of Bank Marketing, Vol. 26, No. 7, 2008, pp. 483-504. doi:10.1108/02652320810913855 [6] M.-C. Lee, “Factors Influencing the Adoption of Internet Banking: An Integration of TAM and TPB with Perceived Risk and Perceived Benefit,” Electronic Com- merce Research and Applications, Vol. 8, 2008, pp. 130- 141. doi:10.1016/j.elerap.2008.11.006 [7] J. Aldás-Manzano, C. Lassala-Navarré, C. Ruiz-Mafé and S. Sanz-Blas, “Key Drivers of Internet Banking Services Use,” Online Information Review, Vol. 33, No. 4, 2009, pp. 672-695. doi:10.1108/14684520910985675 [8] Yousafzai, Shumaila, J. Pallister and G. Foxall, “Multi- Dimensional Role of Trust in Internet Banking Adoption,” The Service Industries Journal, Vol. 29, No. 5, 2009, pp. 591-605. doi:10.1080/02642060902719958 [9] Hahn, Carsten, M. D. Johnson, A. Herrmann and F. Huber, “Capturing Customer Heterogeneity Using a Finite Mixture PLS Approach,” Schmalenbach Business Review, Vol. 54, No. 3, 2002, pp. 243-269. [10] P. H. Farquhar, “Managing Brand Equity,” Marketing Re- search, Vol. 1, 1989, pp. 24-33. [11] A. David, “Managing Brand Equity: Capitalizing on the Value of a Brand Name,” The Free Press, New York, 1991. [12] J.-N. Kapferer, “Strategic Brand Management: Creating and Sustaining Brand Equity Long Term,” Kogan Page, London, 1998. [13] K. Kevin Lane, “Brand Synthesis: The Multidimensiona- lity of Brand Knowledge,” Journal of Consumer Research, Vol. 29, No. 4, 2003, pp. 595-600. doi:10.1086/346254 [14] C. Leslie de, “From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands,” Butterworth-Heinemann, Oxford, 2003. [15] Pappu, Ravi, P. G. Quester and R. W. Cooksey, “Consumer-Based Brand Equity: Improving the Measure- ment-Empirical Evidence,” Journal of Product & Brand Management, Vol. 14, No. 3, 2005, pp. 143-154. doi:10.1108/10610420510601012 [16] C. A. Myers, “Managing Brand Equity: A Look at the Impact of Attributes,” Journal of Product and Brand Ma- nagement, Vol. 12, No. 1, 2003, pp. 39-51. doi:10.1108/10610420310463126 [17] K. Kevin Lane, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Mar- keting, Vol. 57, 1993, pp. 1-22. doi:10.2307/1252054 [18] P. Chan Su and V. Srinivasan, “A Survey-Based Me- thod of Measuring and Understanding Brand Equity and its Extendibility,” Journal of Marketing Research, Vol. 31, No. 2, 1994, pp. 271-288. doi:10.2307/3152199 [19] M. K. Agarwal and V. R. Rao, “An Empirical Comparison of Consumer-Based Measures of Brand Equity,” Marketing Letters, Vol. 7, No. 3, 1996, pp. 237-247. doi:10.1007/BF00435740 [20] Y. Boonghee and N. Donthu, “Developing and Validating a Multidimensioanl Consumer-Based Brand Equity Scale,” Journal of Business Research, Vol. 52, 2001, pp. 1-14. doi:10.1016/S0148-2963(99)00098-3 [21] R. L. Oliver, “Measurement and Evaluation of Satisfaction Processes in Retail Settings,” Journal of Retailing, Vol. 57, 1981, pp. 25-48. [22] M. J. Bitner, “Evaluating Service Encounters: The Eff- ects of Physical Surroundings and Employee Responses,” Journal of Marketing, Vol. 54, No. 4, 1990, pp. 69-82. doi:10.2307/1251871 [23] C. J. Joseph, Jr., M. K. Brady, G. Tomas and M. Hult, “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioural Intentions in Service Environments,” Journal of Retailing, Vol. 76, No. 2, 2000, pp. 193-218. doi:10.1016/S0022-4359(00)00028-2 [24] F. Claes, “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, Vol. 56, No. 1, 1992, pp. 6-21. doi:10.2307/1252129 [25] A. Parasuraman, L. L. Berry and V. A. Zeithaml, “Refinement and Reassessment of the SERVQUAL Scale,” Journal of Retailing, Vol. 67, No. 4, 1991, pp. 420-450. [26] V. A. Zeithaml, L. Berry and A. Parasuraman, “The Behavioural Consequences of Service Quality,” Journal of Marketing, Vol. 60, No. 2, 1996, pp. 31-46. doi:10.2307/1251929 [27] Y. Boonghee, N. Donthu and S. Lee, “An Examination of Selected Marketing Mix Elements and Brand Equity,” Journal of Academy of Marketing Science, Vol. 28, No. 2, 2000, pp. 195-211. doi:10.1177/0092070300282002 [28] C. J. Cobb-Walgren, C. A. Ruble and N. Donthu, “Brand Equity, Brand Preference, and Purchase Intent,” Journal of Advertising, Vol. 24, No. 3, 1995, pp. 25-40. [29] H. H. Chang and Y. M. Liu, “The Impact of Brand Equity on Brand Preference and Purchase Intentions in the Service Industries,” The Service Industries Journal, 29, No. 12, 2009, pp. 1687-1706. doi:10.1080/02642060902793557 [30] J. F. Devlin, A. L. Gwynne and C. T. Ennew, “Antecedents of Service Expectations,” The Services Industries Journal, Vol. 22, No. 4, 2002, pp. 117-131. doi:10.1080/714005102 [31] P. M. Doney and J. P. Cannon, “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, Vol. 61, 1997, pp. 35-51. doi:10.2307/1251829 [32] G. Shankar and R. L. Hess, “Dimensions and Levels of Trust: Implications for Commitment to a Relationship,” Marketing Letters, Vol. 8, No. 4, 1997, pp. 439-448. [33] R. M. Morgan and S. D. Hunt, “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, Vol. 58, 1997, pp. 20-38. doi:10.2307/1252308 [34] D. M. Rousseau, S. B. Bitkin, R. S. Burt and C. Camerer, “Not So Different After All: A Cross-Discipline View of Trust,” Academy of Management Review, Vol. 23, No. 3, 1998, pp. 393-404. doi:10.5465/AMR.1998.926617 [35] B. Yakov, V. Shankar, F. Sultan and G. L. Urban, “Are the Drivers and the Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study,” Journal of Marketing, Vol. 69, 2005, pp. 133-152. doi:10.1509/jmkg.2005.69.4.133 [36] S.-J. Yoon, “The Antecedents and Consequences of Trust in Online Purchase Decisions,” Journal of Interactive Marketing, Vol. 16, 2002, pp. 47-63. doi:10.1002/dir.10008 [37] A. Tim, “How Much of Brand Equity is Explained by Trust?” Management Decision, Vol. 35, No. 4, 1997, pp. 283-292. doi:10.1108/00251749710169666 [38] K. K. Hoon, S. K. Kang, Y. K. Dong, H. K. Jong and S. H. Kang, “Brand Equity in Hospital Marketing,” Journal of Business Research, Vol. 6, 2008, pp. 75-82. [39] S. L. Jarvenpaa and P. A. Todd, “Consumer Reactions to Electronic Shopping on the World Wide Web,” International Journal of Electronic Commerce, Vol. 2, 1997, pp. 59-88. [40] Y. Shumaila, J. Pallister and G. Foxall, “A Proposed Model of E-Trust for Electronic Banking,” Technovation, Vol. 23, No. 11, 2003, pp. 847-860. doi:10.1016/S0166-4972(03)00130-5 [41] R. C Mayer, J. H. Davis and F. D. Schoorman, “An Integrative Model of Organizational Trust,” Academy of Management Review, Vol. 20, No. 3, 1995, pp. 709-734. doi:10.2307/258792 [42] R. W. Brislin, “Back-Translation for Cross-Cultural Research,” Journal of Cross-Cultural Psychology, Vol. 1, No. 13, 1970, pp. 185-216. doi:10.1177/135910457000100301 [43] S. Uma, “Methodological and Theoretical Issues and Advancements in Cross-Cultural Research,” Journal of International Business Studies, Vol. 14, No. 2, 1983, pp. 61-73. doi:10.1057/palgrave.jibs.8490519 [44] F. Sandra, C. Liu, D. Shannon and L. C. Gardner, “Development of a Scale to Measure the Perceived Benefits and Risks of Online Shopping,” Journal of Interactive Marketing, Vol. 20, No. 2, 2006, pp. 55-75. doi:10.1002/dir.20061 [45] W. W. Chin, “The Partial Least Squares Approach to Structural Equation Modeling,” Modern Methods for Business Research, In: G. A. Marcoulides, Ed., Lawrence Erlbaum Associates Publisher, New Jersey, 1998, pp. 295-336. [46] W. W. Chin, B. L. Marcolin and P. R. Newsted, “A Partial Least Squares Latent Variable Modelling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic Mail Emotion/ Adoption Study,” Information Systems Research, Vol. 14, No. 2, 2003, pp. 189-217. doi:10.1287/isre.14.2.189.16018 [47] B. Donald, R. Thompson and C. Higgins, “The Partial Least Squares (PLS) Approach to Causal Modeling, Personal Computer Adoption and Use as an Illustration,” Technology Studies, Vol. 2, 1995, pp. 285-309. [48] T. Michel, V. E. Vinzi, Y.-M. Chatelin and C. Lauro, “PLS Path Modeling,” Computational Statistics & Data Analysis, Vol. 48, 2005, pp. 159-205. doi:10.1287/isre.14.2.189.16018 [49] C. M. Ringle, S. Wende and W. Alexander, Smart PLS 2.0 (beta), www.smartpls.de, Hamburg, 2005, [50] J. Hulland, “Use of Partial Least Squares (PLS) in Stra- tegic Management Research: A Review of Four Recent Studies,” Strategic Management Journal, Vol. 20, No. 2, 1999, pp. 195- 204. doi:10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.3.CO;2-Z [51] E. G. Carmines and R. A. Zeller, “Reliability and Validity Assessment,” Sage Publications, Inc., London, 1979, [52] F. Claes and D. F. Larcker, “Evaluating Structural Models with Unobservables Variables and Measurement Error,” Journal of Marketing Research, Vol. 28, 1981, pp. 39-50. [53] J. C. Nunnally, “Psychometric Theory,” 2nd Edition, McGraw-Hill, New York, 1978. [54] J. B. Faircloth, L. M. Capella and B. L. Alford, “The Effect of Brand Attitude and Brand Image on Brand Equity,” Journal of Marketing Theory and Practice, 2001, pp. 61-75.
[1] P. Tero, K. Pikkarainen, H. Karjaluoto and S. Pahnila, “Consumer Acceptance of Online Banking: An Extension of the Technology Acceptance Model,” Internet Research, Vol. 14, No. 3, 2004, pp. 224-235. doi:10.1108/10662240410542652 [2] M. J. Bitner, A. L. Ostrom and M. L. Meuter, “Implementing Successful Self-Service Technologies,” The Aca- demy of Management Executive, Vol. 16, No. 4, 2002, pp. 96-108. doi:10.5465/AME.2002.8951333 [3] D. S. Johnson, “Achieving Customer Value from Ele- ctronic Channels through Identity Commitment, Calculative Commitment and Trust in Technology,” Journal of Interactive Marketing, Vol. 21, No. 4, 2007, pp. 2-22. doi:10.1002/dir.20091 [4] M. L. Meuter, A. L. Ostrom, R. L. Roundtree and M. J. Bitner, “Self-service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters,” Journal of Marketing, Vol. 64, No. 3, 2000, pp. 50-64. doi:10.1509/jmkg.64.3.50.18024 [5] G.-K. Sonja and R. Faullant, “Consumer Acceptance of Internet Banking: The Influence of Internet Trust,” International Journal of Bank Marketing, Vol. 26, No. 7, 2008, pp. 483-504. doi:10.1108/02652320810913855 [6] M.-C. Lee, “Factors Influencing the Adoption of Internet Banking: An Integration of TAM and TPB with Perceived Risk and Perceived Benefit,” Electronic Com- merce Research and Applications, Vol. 8, 2008, pp. 130- 141. doi:10.1016/j.elerap.2008.11.006 [7] J. Aldás-Manzano, C. Lassala-Navarré, C. Ruiz-Mafé and S. Sanz-Blas, “Key Drivers of Internet Banking Services Use,” Online Information Review, Vol. 33, No. 4, 2009, pp. 672-695. doi:10.1108/14684520910985675 [8] Yousafzai, Shumaila, J. Pallister and G. Foxall, “Multi- Dimensional Role of Trust in Internet Banking Adoption,” The Service Industries Journal, Vol. 29, No. 5, 2009, pp. 591-605. doi:10.1080/02642060902719958 [9] Hahn, Carsten, M. D. Johnson, A. Herrmann and F. Huber, “Capturing Customer Heterogeneity Using a Finite Mixture PLS Approach,” Schmalenbach Business Review, Vol. 54, No. 3, 2002, pp. 243-269. [10] P. H. Farquhar, “Managing Brand Equity,” Marketing Re- search, Vol. 1, 1989, pp. 24-33. [11] A. David, “Managing Brand Equity: Capitalizing on the Value of a Brand Name,” The Free Press, New York, 1991. [12] J.-N. Kapferer, “Strategic Brand Management: Creating and Sustaining Brand Equity Long Term,” Kogan Page, London, 1998. [13] K. Kevin Lane, “Brand Synthesis: The Multidimensiona- lity of Brand Knowledge,” Journal of Consumer Research, Vol. 29, No. 4, 2003, pp. 595-600. doi:10.1086/346254 [14] C. Leslie de, “From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands,” Butterworth-Heinemann, Oxford, 2003. [15] Pappu, Ravi, P. G. Quester and R. W. Cooksey, “Consumer-Based Brand Equity: Improving the Measure- ment-Empirical Evidence,” Journal of Product & Brand Management, Vol. 14, No. 3, 2005, pp. 143-154. doi:10.1108/10610420510601012 [16] C. A. Myers, “Managing Brand Equity: A Look at the Impact of Attributes,” Journal of Product and Brand Ma- nagement, Vol. 12, No. 1, 2003, pp. 39-51. doi:10.1108/10610420310463126 [17] K. Kevin Lane, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Mar- keting, Vol. 57, 1993, pp. 1-22. doi:10.2307/1252054 [18] P. Chan Su and V. Srinivasan, “A Survey-Based Me- thod of Measuring and Understanding Brand Equity and its Extendibility,” Journal of Marketing Research, Vol. 31, No. 2, 1994, pp. 271-288. doi:10.2307/3152199 [19] M. K. Agarwal and V. R. Rao, “An Empirical Comparison of Consumer-Based Measures of Brand Equity,” Marketing Letters, Vol. 7, No. 3, 1996, pp. 237-247. doi:10.1007/BF00435740 [20] Y. Boonghee and N. Donthu, “Developing and Validating a Multidimensioanl Consumer-Based Brand Equity Scale,” Journal of Business Research, Vol. 52, 2001, pp. 1-14. doi:10.1016/S0148-2963(99)00098-3 [21] R. L. Oliver, “Measurement and Evaluation of Satisfaction Processes in Retail Settings,” Journal of Retailing, Vol. 57, 1981, pp. 25-48. [22] M. J. Bitner, “Evaluating Service Encounters: The Eff- ects of Physical Surroundings and Employee Responses,” Journal of Marketing, Vol. 54, No. 4, 1990, pp. 69-82. doi:10.2307/1251871 [23] C. J. Joseph, Jr., M. K. Brady, G. Tomas and M. Hult, “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioural Intentions in Service Environments,” Journal of Retailing, Vol. 76, No. 2, 2000, pp. 193-218. doi:10.1016/S0022-4359(00)00028-2 [24] F. Claes, “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, Vol. 56, No. 1, 1992, pp. 6-21. doi:10.2307/1252129 [25] A. Parasuraman, L. L. Berry and V. A. Zeithaml, “Refinement and Reassessment of the SERVQUAL Scale,” Journal of Retailing, Vol. 67, No. 4, 1991, pp. 420-450. [26] V. A. Zeithaml, L. Berry and A. Parasuraman, “The Behavioural Consequences of Service Quality,” Journal of Marketing, Vol. 60, No. 2, 1996, pp. 31-46. doi:10.2307/1251929 [27] Y. Boonghee, N. Donthu and S. Lee, “An Examination of Selected Marketing Mix Elements and Brand Equity,” Journal of Academy of Marketing Science, Vol. 28, No. 2, 2000, pp. 195-211. doi:10.1177/0092070300282002 [28] C. J. Cobb-Walgren, C. A. Ruble and N. Donthu, “Brand Equity, Brand Preference, and Purchase Intent,” Journal of Advertising, Vol. 24, No. 3, 1995, pp. 25-40. [29] H. H. Chang and Y. M. Liu, “The Impact of Brand Equity on Brand Preference and Purchase Intentions in the Service Industries,” The Service Industries Journal, 29, No. 12, 2009, pp. 1687-1706. doi:10.1080/02642060902793557 [30] J. F. Devlin, A. L. Gwynne and C. T. Ennew, “Antecedents of Service Expectations,” The Services Industries Journal, Vol. 22, No. 4, 2002, pp. 117-131. doi:10.1080/714005102 [31] P. M. Doney and J. P. Cannon, “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, Vol. 61, 1997, pp. 35-51. doi:10.2307/1251829 [32] G. Shankar and R. L. Hess, “Dimensions and Levels of Trust: Implications for Commitment to a Relationship,” Marketing Letters, Vol. 8, No. 4, 1997, pp. 439-448. [33] R. M. Morgan and S. D. Hunt, “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, Vol. 58, 1997, pp. 20-38. doi:10.2307/1252308 [34] D. M. Rousseau, S. B. Bitkin, R. S. Burt and C. Camerer, “Not So Different After All: A Cross-Discipline View of Trust,” Academy of Management Review, Vol. 23, No. 3, 1998, pp. 393-404. doi:10.5465/AMR.1998.926617 [35] B. Yakov, V. Shankar, F. Sultan and G. L. Urban, “Are the Drivers and the Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study,” Journal of Marketing, Vol. 69, 2005, pp. 133-152. doi:10.1509/jmkg.2005.69.4.133 [36] S.-J. Yoon, “The Antecedents and Consequences of Trust in Online Purchase Decisions,” Journal of Interactive Marketing, Vol. 16, 2002, pp. 47-63. doi:10.1002/dir.10008 [37] A. Tim, “How Much of Brand Equity is Explained by Trust?” Management Decision, Vol. 35, No. 4, 1997, pp. 283-292. doi:10.1108/00251749710169666 [38] K. K. Hoon, S. K. Kang, Y. K. Dong, H. K. Jong and S. H. Kang, “Brand Equity in Hospital Marketing,” Journal of Business Research, Vol. 6, 2008, pp. 75-82. [39] S. L. Jarvenpaa and P. A. Todd, “Consumer Reactions to Electronic Shopping on the World Wide Web,” International Journal of Electronic Commerce, Vol. 2, 1997, pp. 59-88. [40] Y. Shumaila, J. Pallister and G. Foxall, “A Proposed Model of E-Trust for Electronic Banking,” Technovation, Vol. 23, No. 11, 2003, pp. 847-860. doi:10.1016/S0166-4972(03)00130-5 [41] R. C Mayer, J. H. Davis and F. D. Schoorman, “An Integrative Model of Organizational Trust,” Academy of Management Review, Vol. 20, No. 3, 1995, pp. 709-734. doi:10.2307/258792 [42] R. W. Brislin, “Back-Translation for Cross-Cultural Research,” Journal of Cross-Cultural Psychology, Vol. 1, No. 13, 1970, pp. 185-216. doi:10.1177/135910457000100301 [43] S. Uma, “Methodological and Theoretical Issues and Advancements in Cross-Cultural Research,” Journal of International Business Studies, Vol. 14, No. 2, 1983, pp. 61-73. doi:10.1057/palgrave.jibs.8490519 [44] F. Sandra, C. Liu, D. Shannon and L. C. Gardner, “Development of a Scale to Measure the Perceived Benefits and Risks of Online Shopping,” Journal of Interactive Marketing, Vol. 20, No. 2, 2006, pp. 55-75. doi:10.1002/dir.20061 [45] W. W. Chin, “The Partial Least Squares Approach to Structural Equation Modeling,” Modern Methods for Business Research, In: G. A. Marcoulides, Ed., Lawrence Erlbaum Associates Publisher, New Jersey, 1998, pp. 295-336. [46] W. W. Chin, B. L. Marcolin and P. R. Newsted, “A Partial Least Squares Latent Variable Modelling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic Mail Emotion/ Adoption Study,” Information Systems Research, Vol. 14, No. 2, 2003, pp. 189-217. doi:10.1287/isre.14.2.189.16018 [47] B. Donald, R. Thompson and C. Higgins, “The Partial Least Squares (PLS) Approach to Causal Modeling, Personal Computer Adoption and Use as an Illustration,” Technology Studies, Vol. 2, 1995, pp. 285-309. [48] T. Michel, V. E. Vinzi, Y.-M. Chatelin and C. Lauro, “PLS Path Modeling,” Computational Statistics & Data Analysis, Vol. 48, 2005, pp. 159-205. doi:10.1287/isre.14.2.189.16018 [49] C. M. Ringle, S. Wende and W. Alexander, Smart PLS 2.0 (beta), www.smartpls.de, Hamburg, 2005, [50] J. Hulland, “Use of Partial Least Squares (PLS) in Stra- tegic Management Research: A Review of Four Recent Studies,” Strategic Management Journal, Vol. 20, No. 2, 1999, pp. 195- 204. doi:10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.3.CO;2-Z [51] E. G. Carmines and R. A. Zeller, “Reliability and Validity Assessment,” Sage Publications, Inc., London, 1979, [52] F. Claes and D. F. Larcker, “Evaluating Structural Models with Unobservables Variables and Measurement Error,” Journal of Marketing Research, Vol. 28, 1981, pp. 39-50. [53] J. C. Nunnally, “Psychometric Theory,” 2nd Edition, McGraw-Hill, New York, 1978. [54] J. B. Faircloth, L. M. Capella and B. L. Alford, “The Effect of Brand Attitude and Brand Image on Brand Equity,” Journal of Marketing Theory and Practice, 2001, pp. 61-75.