434 Copyright © 2014, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 22 ABSTRACT The purpose of this study is to determine the factors afecting electronic service brand equity and to investigate consumers’ perceptions of the electronic service brands they prefer. Additionally, the study, based on the Rios and Riquelme’s electronic brand equity model, determines whether demographic characteristics of consumers cause signiicant diferences regarding perceptions of electronic service brand equity. Within the context of this study, an electronic service site in the book/magazine sector was employed. The survey sample size was 675 as a result of an electronic survey administered on selected Websites. The reliability of the scales used in the survey was tested via Cronbach’s Alfa Method and the validity of the scales were tested via Factor Analysis. Hypotheses of the survey were tested using diference methods (e.g., ANOVA, multiple regression analysis, T-test). It was determined that e-image, e-quality, e-loyalty, e-trust, e-awareness, and e-value factors are efective for developing electronic service brand equity. Furthermore, it can be claimed that age, income, and education cause signiicant diferences regarding perceptions of electronic service brand equity, while gender, occupation, and marital status do not cause signiicant diferences of perceptions regarding the same. Factors Affecting Electronic Service Brand Equity Salih Yıldız Gümüşhane University, Turkey Hüseyin Sabri Kurtuldu Karadeniz Technical University, Turkey DOI: 10.4018/978-1-4666-4749-7.ch022