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Dynamic nature of B2B brand equity: Investigating the mediating effects of brand relationships
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Lund University, School of Economics and Management, Department of Business Administration.
2017 (English)In: Proceedings, 12th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG., 2017Conference paper (Refereed)
Abstract [en]

The main purpose of this study is to investigate the mediating effects of brand relationships in the dynamic process of B2B brand equity development. The study considers the mediating effects of relational factors and their significance for enhancing brand equity in industrial settings. The findings of this study confirm the importance of brand relationships established between service providers and their clients in the B2B context. More specifically, the study demonstrates the significant mediating effects of customer perceptions about human capital and established relational trust on B2B brand equity. The existence of significant effects between the dimensions of brand equity, human capital, and relational trust confirms the relevance of considering these factors in the dynamic process of brand equity development.

Place, publisher, year, edition, pages
2017.
Keyword [en]
brand equity, business-to-business, human capital, relational trust, professional services
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-135998ISBN: 978-91-88357-69-4 (print)OAI: oai:DiVA.org:umu-135998DiVA: diva2:1108017
Conference
12th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG, Linnaeus University, Kalmar, Sweden, April 26-28.
Available from: 2017-06-12 Created: 2017-06-12 Last updated: 2017-06-12

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
  • html
  • text
  • asciidoc
  • rtf