This paper presents an empirical study to investigate the effect of brand equity on customer’s adoption of electronic banking. The proposed study uses a standard questionnaire for measuring brand equity, which consists of five items including brand associate, brand awareness, quality perception and brand loyalty. The study also uses another questionnaire, which measures electronic acceptance and both questionnaires are designed in Likert scale. Cronbach alphas for brand equity and electronic acceptance are measured as 0.83 and 0.75, which are above the acceptance level of 0.70. Therefore, we can confirm the validity of both questionnaires. The study is implemented among 384 regular customers of one of Iranian banks, randomly and using Spearman correlation ratio as well as stepwise regression techniques, the study has detected a positive and meaningful relationship between brand equity and customer’s adoption on electronic banking.

This paper presents a study to measure the effect of personal characteristics including neuroticism, extraversion, openness to experience, conscientiousness and agreeableness on word of mouth advertisement. The population of this survey includes all people who use mobile phone in city of Tehran, Iran. The study designs a questionnaire in Likert scape and distributes it among 400 randomly selected people who use mobile devices. Using Spearman correlation test, the study confirms the positive of effects of neuroticism, extraversion, openness to experience on word of mouth advertisement and the negative impact of agreeableness on word of mouth advertisement. However, the study does not find any meaningful relationship between conscientiousness and word of mouth advertisement.