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  • Ossipenko, Galina, 1978-, et al. (author)
  • The impact of customer experience on brand equity : a communal relationships norms perspective
  • 2008
  • In: 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.
  • Conference paper (peer-reviewed)abstract
    • 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.
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Type of publication
conference paper (1)
Type of content
peer-reviewed (1)
Author/Editor
Bengtsson, Maria, 19 ... (1)
Marell, Agneta, 1964 ... (1)
Ossipenko, Galina, 1 ... (1)
University
Umeå University (1)
Language
English (1)
Research subject (UKÄ/SCB)
Social Sciences (1)
Year
2008 (1)

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