Abstract:

The perception of consumers related to the benefits of using online channels for shopping is an important factor in the determination of their intention to shop online. This study aims to contribute to the current literature by (1) shedding light into the nature and extent of the relationship between perceived benefit and consumer based brand equity in an online context, (2) exploring the relationship between the sub-dimensions of consumer based brand equity, and finally (3) proposing and testing a structural model of these relationships between perceived benefit, consumer based brand equity and its sub-dimensions. The results of the study confirm that consumers’ benefit perception related to online shopping leads the way to the formation of consumer based brand equity by affecting brand awareness and mediating the relationship between brand awareness and perceived quality. Another finding of this study is that there is a positive relationship within the sub-dimensions of consumer based brand equity in a sequential structure, which brings consumers from the basic awareness level about the brand to the formation of brand associations, as well as the perception of quality and consequently resulting to support the level of loyalty through brand associations.

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