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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.

has been cited by the following article:

• TITLE: Brand Equity and Brand Loyalty in the Internet Banking Context: FIMIX-PLS Market Segmentation

  AUTHORS: Sandra Maria Correia Loureiro, Francisco Javier Miranda

  KEYWORDS: Perceived Quality, trust, Brand Equity, Brand Loyalty, Finite Mixture Modeling

  JOURNAL NAME: Journal of Service Science and Management, Vol.4 No.4, December 7, 2011

  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.