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Brand equity in the...
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Biedenbach, Galina,1978-Umeå universitet,Företagsekonomi,Umeå School of Business and Economics, Umeå University
(författare)
Brand equity in the professional service context : Analyzing the impact of employee role behavior and customer–employee rapport
- Artikel/kapitelEngelska2011
Förlag, utgivningsår, omfång ...
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Elsevier,2011
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printrdacarrier
Nummerbeteckningar
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LIBRIS-ID:oai:DiVA.org:umu-47967
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https://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-47967URI
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https://doi.org/10.1016/j.indmarman.2011.09.007DOI
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https://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-11329URI
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Språk:engelska
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Sammanfattning på:engelska
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Ämneskategori:ref swepub-contenttype
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Ämneskategori:art swepub-publicationtype
Anmärkningar
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Validerad; 2011; 20111007 (ysko)
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The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer–employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer–employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer–employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting.
Ämnesord och genrebeteckningar
Biuppslag (personer, institutioner, konferenser, titlar ...)
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Bengtsson, Maria,1959-Umeå universitet,Företagsekonomi,Umeå School of Business and Economics, Umeå University(Swepub:umu)mabe0004
(författare)
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Wincent, JoakimLuleå tekniska universitet,Innovation och Design(Swepub:ltu)joavin
(författare)
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Umeå universitetFöretagsekonomi
(creator_code:org_t)
Sammanhörande titlar
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Ingår i:Industrial Marketing Management: Elsevier40:7, s. 1093-11020019-85011873-2062
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