international journal of business management
Studying the Effect of Perceived Security on Brand Equity
Elika Amirasl, Majid Mohamadipour
The purpose of this study is "Studying the effect of perceived security on brand equity". The method used in this study from the point of purpose is applied research and from the point of matter is survey-descriptive research. The statistics population of this research was the students of Islamic Azad University Science and Research branch and Tehran Central branch. The number of 700 people is selected as a sample. The questions regard to the objectives of the study have been designed in Likert seven option package. For data analyzing Spss22 software in two parts, descriptive and inferential statistics and to check normality of the distribution, and the hypotheses AMOS22 software is used. Based on the results obtained from the research, all of the research hypotheses are confirmed with confidence level of 95%. The results indicate that the perceived security formed through interaction with an online banking service positively affects customer trust and satisfaction, which in turn influence loyalty and brand equity.