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| Author: | Srivastava, N.V. Mookerjee, A. |
| Title: | Determinants of brand equity for banking business application software products |
| Journal: | International Journal of Technology Management
2004 : VOL. 28:1, p. 128-138 |
| Index terms: | Banking Brands Software Trust |
| Language: | eng |
| Abstract: | There has been only few explorations on brand equity for high tech products. The drivers of brand equity for high-tech industrial products (where technology embedded within a product has traditionally assumed a higher profile) is likely to affect the purchase at various stages in the process. The determinants of brand equity are explored for banking business application software products using semi-structured interview format. The key determinants of brand equity were identified as perceived value and trust. |
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