Brand equity, satisfaction, and switching costs : An examination of effects in the business-to-business setting

• The purpose of this paper is to investigate the effects of satisfaction and switching costs on the development of brand equity in the business-to-business setting. Structural equation modeling was used to analyze 632 responses from the CEOs and CFOs of organizations buying auditing and business consultancy services from one of the Big Four auditing companies. The findings demonstrate the significant impact of satisfaction and switching costs on B2B brand equity. Furthermore, the findings show the positive effect of switching costs on satisfaction. The findings provide a strong foundation for further investigation of links between the key marketing concepts: brand equity, satisfaction, and switching costs.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Brand equity

satisfaction

switching costs

brand management

professional services

business-to-business marketing

Publikations- och innehållstyp

ref (ämneskategori)

art (ämneskategori)