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The impact of custo...
The impact of customer experience on brand equity : a communal relationships norms perspective
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- Ossipenko, Galina, 1978- (author)
- Umeå universitet,Handelshögskolan vid Umeå universitet (USBE)
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- Bengtsson, Maria, 1959- (author)
- Umeå universitet,Handelshögskolan vid Umeå universitet (USBE)
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- Marell, Agneta, 1964- (author)
- Umeå universitet,Handelshögskolan vid Umeå universitet (USBE)
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(creator_code:org_t)
- Academy of Marketing - Brand, Identity and Corporate Reputation SIG, 2008
- 2008
- English.
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In: 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.
- Related links:
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https://urn.kb.se/re...
Abstract
Subject headings
Close
- 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.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- brand equity
- customer experience
- business-to-business
- brand management
- Business studies
- Företagsekonomi
- företagsekonomi
- Business Studies
Publication and Content Type
- ref (subject category)
- kon (subject category)
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