Satisfaction and brand equity: an empirical analysis of the effects in the B2B setting
2009 (English)In: Proceeding of the 38th EMAC Conference / [ed] Jean-Pierre Helfer, Jean-Louis Nicolas, European Marketing Academy , 2009Conference paper (Refereed)
The main purpose of the study is to examine the causal relationships between satisfaction and the dimensions of brand equity. Despite the importance that customer satisfaction and brand equity have for the company’s success, the causal relationships between these concepts were not investigated in previous research. Considering the hierarchical effects between the brand equity dimensions, the conceptual framework examines the relationships between satisfaction and brand equity in the business-to-business setting. Confirmatory factor analysis indicates significant positive effects of satisfaction on brand awareness, brand associations, and brand loyalty. The important link between perceived quality, satisfaction, and brand loyalty is confirmed in this study.
Place, publisher, year, edition, pages
European Marketing Academy , 2009.
brand equity, satisfaction, brand management
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-41068OAI: oai:DiVA.org:umu-41068DiVA: diva2:404522
38th EMAC Conference, Audencia Nantes School of Management, The European Marketing Academy, Nantes, France, May 26-29