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Satisfaction and brand equity: an empirical analysis of the effects in the B2B setting
Umeå University, Faculty of Social Sciences, Umeå School of Business.
Umeå University, Faculty of Social Sciences, Umeå School of Business.
Umeå University, Faculty of Social Sciences, Umeå School of Business.
2009 (English)In: Proceeding of the 38th EMAC Conference / [ed] Jean-Pierre Helfer, Jean-Louis Nicolas, European Marketing Academy , 2009Conference paper, Published paper (Refereed)
Abstract [en]

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.
Keyword [en]
brand equity, satisfaction, brand management
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:umu:diva-41068OAI: oai:DiVA.org:umu-41068DiVA: diva2:404522
Conference
38th EMAC Conference, Audencia Nantes School of Management, The European Marketing Academy, Nantes, France, May 26-29
Available from: 2011-03-17 Created: 2011-03-17 Last updated: 2011-06-20Bibliographically approved

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CiteExportLink to record
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Citation style
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