WFRF:(Bengtsson Maria 1959 )
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- Ossipenko, Galina,1978-Umeå universitet,Handelshögskolan vid Umeå universitet (USBE) (author)
Satisfaction and brand equity : an empirical analysis of the effects in the B2B setting
- Article/chapterEnglish2009
Publisher, publication year, extent ...
- European Marketing Academy,2009
- printrdacarrier
Numbers
- LIBRIS-ID:oai:DiVA.org:umu-41068
- https://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-41068URI
Supplementary language notes
- Language:English
- Summary in:English
Part of subdatabase
- SwePubSwePub
Classification
Notes
- 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.
Subject headings and genre
- SAMHÄLLSVETENSKAP Ekonomi och näringsliv Företagsekonomi hsv//swe
- SOCIAL SCIENCES Economics and Business Business Administration hsv//eng
- brand equity
- satisfaction
- brand management
- Business studies
- Företagsekonomi
- företagsekonomi
- Business Studies
Added entries (persons, corporate bodies, meetings, titles ...)
- Bengtsson, Maria,1959-Umeå universitet,Handelshögskolan vid Umeå universitet (USBE)(Swepub:umu)mabe0004 (author)
- Marell, Agneta,1964-Umeå universitet,Handelshögskolan vid Umeå universitet (USBE)(Swepub:umu)agma0001 (author)
- Umeå universitetHandelshögskolan vid Umeå universitet (USBE) (creator_code:org_t)
Related titles
- In:Proceeding of the 38th EMAC Conference: European Marketing Academy
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