Dynamics of B2B brand equity formation : An empirical comparison between uni- and multi-service buyers

• 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.

Ämnesord

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

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

Nyckelord

brand equity

business-to-business

brand management

Business studies

Företagsekonomi

företagsekonomi

Business Studies

Publikations- och innehållstyp

ref (ämneskategori)

kon (ämneskategori)