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Dynamics of B2B bra...
Dynamics of B2B brand equity : the role of interdependencies in buyer-seller relationships
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- Biedenbach, Galina, 1978- (författare)
- Umeå universitet,Företagsekonomi,Umeå university
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- Bengtsson, Maria, 1959- (författare)
- Umeå universitet,Företagsekonomi,Umeå university
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- Wincent, Joakim (författare)
- Luleå tekniska universitet,Innovation och Design
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(creator_code:org_t)
- European Marketing Academy, 2010
- 2010
- Engelska.
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Ingår i: Proceeding of the 39th EMAC Conference. - : European Marketing Academy. - 9788792569011
- Relaterad länk:
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http://www.emac2010....
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https://urn.kb.se/re...
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Abstract
Ämnesord
Stäng
- The main purpose of this study is to investigate the effects of buyer-seller interdependencies on the formation of brand equity in the B2B context. The study demonstrates that a higher level of dependency, experienced by the multi-services buyers compared to the uni-service buyers, affects overall brand equity developed towards the seller. By considering the hierarchy of effects between the brand equity dimensions, the study shows that the factors capturing the interdependencies have a significant impact on brand loyalty of the multi- service buyers. The study contributes to branding research by evaluating the impact of buyer- seller dependency on B2B brand equity.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
- TEKNIK OCH TEKNOLOGIER -- Annan teknik -- Övrig annan teknik (hsv//swe)
- ENGINEERING AND TECHNOLOGY -- Other Engineering and Technologies -- Other Engineering and Technologies not elsewhere specified (hsv//eng)
Nyckelord
- brand equity
- business-to-business
- brand management
- Business studies
- Företagsekonomi
- företagsekonomi
- Business Studies
- Entreprenörskap och innovation
- Centre - The Faste Laboratory
Publikations- och innehållstyp
- ref (ämneskategori)
- kon (ämneskategori)
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