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Satisfaction and br...
Satisfaction and brand equity : an empirical analysis of the effects in the B2B setting
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- Ossipenko, Galina, 1978- (författare)
- Umeå universitet,Handelshögskolan vid Umeå universitet (USBE)
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- Bengtsson, Maria, 1959- (författare)
- Umeå universitet,Handelshögskolan vid Umeå universitet (USBE)
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- Marell, Agneta, 1964- (författare)
- Umeå universitet,Handelshögskolan vid Umeå universitet (USBE)
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(creator_code:org_t)
- European Marketing Academy, 2009
- 2009
- Engelska.
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Ingår i: Proceeding of the 38th EMAC Conference. - : European Marketing Academy.
- Relaterad länk:
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https://urn.kb.se/re...
Abstract
Ämnesord
Stäng
- The main purpose of the study is to examine the causal relationships between satisfaction and the dimensions of brand equity. Despite the importance that customer satisfaction and brand equity have for the company’s success, the causal relationships between these concepts were not investigated in previous research. Considering the hierarchical effects between the brand equity dimensions, the conceptual framework examines the relationships between satisfaction and brand equity in the business-to-business setting. Confirmatory factor analysis indicates significant positive effects of satisfaction on brand awareness, brand associations, and brand loyalty. The important link between perceived quality, satisfaction, and brand loyalty is confirmed in this study.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- brand equity
- satisfaction
- brand management
- Business studies
- Företagsekonomi
- företagsekonomi
- Business Studies
Publikations- och innehållstyp
- ref (ämneskategori)
- kon (ämneskategori)