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Dynamics of B2B brand equity: the role of interdependencies in buyer-seller 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.
Institutionen för ekonomi, teknik och samhälle, Innovation och Design, Luleå Tekniska Universitet.
2010 (English)In: Proceeding of the 39th EMAC Conference / [ed] Beckmann, S.C., Ringberg, T., and Ritter, T., European Marketing Academy , 2010Conference paper, Published paper (Refereed)
Abstract [en]

The main purpose of this study is to investigate the effects of buyer-seller interdependencies on the formation of brand equity in the B2B context. The study demonstrates that a higher level of dependency, experienced by the multi-services buyers compared to the uni-service buyers, affects overall brand equity developed towards the seller. By considering the hierarchy of effects between the brand equity dimensions, the study shows that the factors capturing the interdependencies have a significant impact on brand loyalty of the multi- service buyers. The study contributes to branding research by evaluating the impact of buyer- seller dependency on B2B brand equity.

Place, publisher, year, edition, pages
European Marketing Academy , 2010.
Keyword [en]
brand equity, business-to-business, brand management
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:umu:diva-41062ISBN: 9788792569011 (print)OAI: oai:DiVA.org:umu-41062DiVA: diva2:404520
Conference
39th EMAC Conference, The European Marketing Academy, Copenhagen, Denmark, June 1-4
Available from: 2011-03-17 Created: 2011-03-17 Last updated: 2016-03-03Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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  • vancouver
  • Other style
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Language
  • de-DE
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  • Other locale
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Output format
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  • asciidoc
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