Dynamics of B2B brand equity formation: An empirical comparison between uni- and multi-service buyers
2009 (English)In: Book of Abstracts from the 5th International Conference of Academy of Marketing Brand, Identity and Corporate Reputation SIG: "Branding and Society: The Social, Cultural and Financial Impacts of Brands in the 21st Century", Academy of Marketing - Brand, Identity and Corporate Reputation SIG , 2009Conference paper (Refereed)
The main purpose of the study is to investigate the dynamics of brand equity formation in the business-to-business setting. The study focuses on examining the potential differences in the formation of brand equity between the customers, who have chosen to buy only the core service, versus the customers, who have decided to buy a diverse range of services from their current provider of professional services.
Place, publisher, year, edition, pages
Academy of Marketing - Brand, Identity and Corporate Reputation SIG , 2009.
brand equity, business-to-business, brand management
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-41069ISBN: 0-9549730-4-6OAI: oai:DiVA.org:umu-41069DiVA: diva2:404523
5th International Conference of Academy of Marketing Brand, Identity and Corporate Reputation SIG, University of Cambridge, Cambridge, UK, September 1-3