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B2B brand equity: Analyzing the impact of customer-employee rapport and employee role behavior
Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
Luleå University of Technology .
2011 (engelsk)Inngår i: EMAC 40th Conference, University of Ljubljana, Faculty of Economics, Slovenia, 24-27 May 2011: Conference proceedings, Ljubljana: Faculty of Economics, University of Ljubljana , 2011Konferansepaper, Publicerat paper (Fagfellevurdert)
Abstract [en]

The main purpose of the study is to investigate the impact of customer-employee rapport and employee role behavior on the development of B2B brand equity. The process of brand equity development is captured in this study through the hierarchical effects between the dimensions of brand equity. The interaction between the customer and the employee is reflected by customer-employee rapport, employee role ambiguity and role overload. The results of the structural equation modeling show the positive effect of customer-employee rapport and the negative effects of role ambiguity and role overload on the development of B2B brand equity.

sted, utgiver, år, opplag, sider
Ljubljana: Faculty of Economics, University of Ljubljana , 2011.
Emneord [en]
Brand equity, business-to-business, customer-employee rapport, role ambiguity, role overload
HSV kategori
Forskningsprogram
företagsekonomi
Identifikatorer
URN: urn:nbn:se:umu:diva-61860ISBN: 978-961-240-211-2 (tryckt)OAI: oai:DiVA.org:umu-61860DiVA, id: diva2:572389
Konferanse
40th EMAC Conference, the European Marketing Academy, The Faculty of Economics, University of Ljubljana, Ljubljana, Slovenia, May 24-27
Tilgjengelig fra: 2012-11-27 Laget: 2012-11-27 Sist oppdatert: 2019-04-16bibliografisk kontrollert

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Biedenbach, GalinaBengtsson, MariaWincent, Joakim

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