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The impact of custo...
The impact of customer experience on brand equity : a communal relationships norms perspective
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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)
- Academy of Marketing - Brand, Identity and Corporate Reputation SIG, 2008
- 2008
- Engelska.
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Ingår i: Book of Abstracts from 4th International Colloquium of Academy of Marketing Brand, Identity and Corporate Reputation SIG. - : Academy of Marketing - Brand, Identity and Corporate Reputation SIG.
- Relaterad länk:
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https://urn.kb.se/re...
Abstract
Ämnesord
Stäng
- The main purpose of the study is to investigate the impact of customer experience on different dimensions of brand equity. The study employs a customer-based approach for conceptualizing brand equity. The conceptual model illustrates the impact of customer experience on the formation of brand equity, which is assessed through a hierarchy of effects between the brand equity dimensions. Structural equation modeling is used to perform a confirmatory factor analysis testing the significance of the proposed model in the business-to-business setting.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- brand equity
- customer experience
- business-to-business
- brand management
- Business studies
- Företagsekonomi
- företagsekonomi
- Business Studies
Publikations- och innehållstyp
- ref (ämneskategori)
- kon (ämneskategori)