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The impact of customer experience on brand equity in a business-to-business services setting
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.
2010 (English)In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 17, 446-458 p.Article in journal (Refereed) Published
Abstract [en]

The main purpose of the study is to investigate the impact of customer experience on brand equity in a business-to-business (B2B) services setting. The conceptual model illustrates the impact of customer experience on the formation of brand equity, which is assessed through a hierarchy of effects between brand awareness, brand associations, perceived quality and brand loyalty. Structural equation modeling is used to test the proposed model in the B2B setting. The findings of the study indicate that customer experience has a positive effect on the four dimensions of brand equity. The study provides marketing managers with a clear understanding of how customer experience affects brand equity in the B2B context. The study portrays the importance of creating a positive customer experience through a direct interaction of customers with the company and its brand. The study advances the current state of knowledge by analyzing the impact of customer experience on all dimensions of brand equity and by including a hierarchy of effects between different dimensions in one conceptual model.

Place, publisher, year, edition, pages
Palgrave Macmillan , 2010. Vol. 17, 446-458 p.
Keyword [en]
brand equity, customer experience, business-to-business, brand management
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:umu:diva-39466DOI: 10.1057/bm.2009.37OAI: oai:DiVA.org:umu-39466DiVA: diva2:392801
Available from: 2011-01-28 Created: 2011-01-28 Last updated: 2017-12-11Bibliographically approved
In thesis
1. Brand building in the business-to-business context: The brand equity perspective
Open this publication in new window or tab >>Brand building in the business-to-business context: The brand equity perspective
2012 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context.

The first paper entitled “Brand equity in the business-to-business context: Examining the structural composition” (Biedenbach 2012) investigates the structural composition of brand equity and the interrelationships between the dimensions of brand equity in the B2B context. By specifying the multidimensional model, which can be utilized for measuring and managing B2B brand equity, the paper provides initial knowledge on how the companies can build a strong B2B brand across four dimensions of brand equity. The second paper entitled “B2B brand equity: Investigating the impact of contextual factors” (Biedenbach 2010) examines the impact of contextual factors in the organizational decision making process on the formation of B2B brand equity. The book chapter expands knowledge on B2B brand building by portraying how such characteristics of customers as relative size of their company and its industry sector can affect B2B brand building. The third paper entitled “The impact of customer experience on brand equity in a business-to-business services setting” (Biedenbach and Marell 2010) investigates the impact of customer experience on brand equity in the professional services setting. The study clarifies how customer experience can be utilized for building a strong B2B brand. The fourth paper entitled “Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer-employee rapport” (Biedenbach, Bengtsson, and Wincent 2011) examines whether factors related to customers’ perception of employees’ role 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. The paper advances knowledge on B2B brand building by considering the potential role of the company employees and consequences that their behavior can lead to in this process.

To conclude, the doctoral dissertation demonstrates that the brand equity perspective can serve as a valuable foundation for theoretically understanding and practically managing B2B brand building.

Place, publisher, year, edition, pages
Umeå: Umeå Universitet, 2012. 66 p.
Series
Studier i företagsekonomi. Serie B, ISSN 0346-8291 ; 82
Keyword
Brand building, brand equity, brand management, business-to-business, customer experience, organizational buying behavior, professional services, rapport, role behavior
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-60749 (URN)978-91-7459-506-2 (ISBN)
Public defence
2012-11-16, Samhällsvetarhuset, Hörsal B, Umeå Universitet, Umeå, 13:15 (English)
Opponent
Supervisors
Available from: 2012-10-26 Created: 2012-10-24 Last updated: 2012-10-25Bibliographically approved

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Biedenbach, GalinaMarell, Agneta

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