The impact of customer experience on brand equity in a business-to-business services setting

(creator_code:org_t)

2009-12-18
2010
English.
In: Journal of Brand Management. - : Palgrave Macmillan. - 1350-231X .- 1479-1803. ; 17, s. 446-458

Related links:: https://urn.kb.se/re...; show more...; https://doi.org/10.1...; show less...

Abstract Subject headings

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.

About the subject

SOCIAL SCIENCES: SOCIAL SCIENCES; and Economics and Bu ...; and Business Adminis ...

Kungliga biblioteket hanterar dina personuppgifter i enlighet med EU:s dataskyddsförordning (2018), GDPR. Läs mer om hur det funkar här.
Så här hanterar KB dina uppgifter vid användning av denna tjänst.