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Dynamics of B2B bra...
Dynamics of B2B brand equity formation : An empirical comparison between uni- and multi-service buyers
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- Biedenbach, Galina, 1978- (author)
- Umeå universitet,Företagsekonomi
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- Bengtsson, Maria, 1959- (author)
- Umeå universitet,Företagsekonomi
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- Wincent, Joakim (author)
- Institutionen för ekonomi, teknik och samhälle, Innovation och Design, Luleå Tekniska Universitet
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(creator_code:org_t)
- Academy of Marketing - Brand, Identity and Corporate Reputation SIG, 2009
- 2009
- English.
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In: Book of Abstracts from the 5th International Conference of Academy of Marketing Brand, Identity and Corporate Reputation SIG. - : Academy of Marketing - Brand, Identity and Corporate Reputation SIG.
- Related links:
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https://urn.kb.se/re...
Abstract
Subject headings
Close
- The main purpose of the study is to investigate the dynamics of brand equity formation in the business-to-business setting. The study focuses on examining the potential differences in the formation of brand equity between the customers, who have chosen to buy only the core service, versus the customers, who have decided to buy a diverse range of services from their current provider of professional services.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- brand equity
- business-to-business
- brand management
- Business studies
- Företagsekonomi
- företagsekonomi
- Business Studies
Publication and Content Type
- ref (subject category)
- kon (subject category)
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