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- Ossipenko, Galina, 1978-, et al.
(författare)
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The impact of customer experience on brand equity : a communal relationships norms perspective
- 2008
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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.
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Konferensbidrag (refereegranskat)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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