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Träfflista för sökning "WFRF:(Marell Agneta 1964 ) "

Sökning: WFRF:(Marell Agneta 1964 )

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  • Biedenbach, Galina, 1978-, et al. (författare)
  • The impact of customer experience on brand equity in a business-to-business services setting
  • 2010
  • Ingår i: Journal of Brand Management. - : Palgrave Macmillan. - 1350-231X .- 1479-1803. ; 17, s. 446-458
  • Tidskriftsartikel (refereegranskat)abstract
    • The main purpose of the study is to investigate the impact of customer experience on brand equity in a business-to-business (B2B) services setting. The conceptual model illustrates the impact of customer experience on the formation of brand equity, which is assessed through a hierarchy of effects between brand awareness, brand associations, perceived quality and brand loyalty. Structural equation modeling is used to test the proposed model in the B2B setting. The findings of the study indicate that customer experience has a positive effect on the four dimensions of brand equity. The study provides marketing managers with a clear understanding of how customer experience affects brand equity in the B2B context. The study portrays the importance of creating a positive customer experience through a direct interaction of customers with the company and its brand. The study advances the current state of knowledge by analyzing the impact of customer experience on all dimensions of brand equity and by including a hierarchy of effects between different dimensions in one conceptual model.
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  • Eriksson, Jessica, 1972-, et al. (författare)
  • Perception of opportunities from an infrastructure investment : investigating the effects of institutional thickness, innovativeness and local embeddedness
  • 2012
  • Ingår i: Book of Abstracts, RENT XXVI – Research in Entrepreneurship and Small Business, ECSB..
  • Konferensbidrag (refereegranskat)abstract
    • The main purpose of this paper is to explore organizations’ perception of opportunities as a consequence of an infrastructure investment. More specifically, the study investigates the effects of organizations’ perception of institutional thickness, innovativeness, and local embeddedness on perception of opportunities. The study reports on investments made in a new railway in a Swedish peripheral region. The sample included organizations from different economic sectors located in seven selected municipalities. The data was analyzed by using structural equation modeling. The results indicate that activities supporting institutional thickness have a positive effect on perception of opportunities. In addition, organizations characterized by high levels of innovativeness and local embeddedness are more likely to perceive positively opportunities arising from an infrastructure investment.
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  • Resultat 1-10 av 39

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