Satisfaction and brand equity: an empirical analysis of the effects in the B2B setting

Ossipenko, Galina,1978-Umeå universitet,Handelshögskolan vid Umeå universitet (USBE) (författare)

Satisfaction and brand equity : an empirical analysis of the effects in the B2B setting

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.

Bengtsson, Maria,1959-Umeå universitet,Handelshögskolan vid Umeå universitet (USBE)(Swepub:umu)mabe0004 (författare)
Marell, Agneta,1964-Umeå universitet,Handelshögskolan vid Umeå universitet (USBE)(Swepub:umu)agma0001 (författare)
Umeå universitetHandelshögskolan vid Umeå universitet (USBE) (creator_code:org_t)

Av författaren/redakt...: Ossipenko, Galin ...; Bengtsson, Maria ...; Marell, Agneta, ...

Om ämnet

SAMHÄLLSVETENSKAP: SAMHÄLLSVETENSKA ...; och Ekonomi och näri ...; och Företagsekonomi

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