Dynamics of B2B brand equity: the role of interdependencies in buyer-seller relationships
2010 (English)In: Proceeding of the 39th EMAC Conference / [ed] Beckmann, S.C., Ringberg, T., and Ritter, T., European Marketing Academy , 2010Conference paper (Refereed)
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.
brand equity, business-to-business, brand management
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-41062ISBN: 9788792569011OAI: oai:DiVA.org:umu-41062DiVA: diva2:404520
39th EMAC Conference, The European Marketing Academy, Copenhagen, Denmark, June 1-4