Customer-based brand equity concept: examining the applicability in the business-to-business context
2008 (English)In: Book of Abstracts: 2008 Thought Leaders International Conference on Brand Management, Birmingham Business School, University of Birmingham , 2008Conference paper (Refereed)
The study expands the current state of knowledge by contributing to one of under-researched areas in the business-to-business (B2B) context, namely brand equity. The main purpose of the study is to examine the applicability of the customer-based brand equity (CBBE) concept in the B2B context. 647 clients of one of the Big Four auditing firms in Sweden served as respondents in this empirical study. An exploratory factor analysis and structural equation modeling were used to validate reliability and validity of the CBBE concept consisting of brand awareness, brand association, perceived quality, and brand loyalty. Based on the analysis of one-dimensional and multi-dimensional CBBE models, the results indicate the applicability of the CBBE concept in the B2B setting and demonstrate the possibility of applying the CBBE concept in both business-to-customer (B2C) and B2B contexts.
Place, publisher, year, edition, pages
Birmingham Business School, University of Birmingham , 2008.
brand equity, business-to-business, professional services
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-41070ISBN: 9780704426863OAI: oai:DiVA.org:umu-41070DiVA: diva2:404524
Thought Leaders International Conference on Brand Management, Birmingham Business School, University of Birmingham, the Academy of Marketing, Birmingham, UK, April 15-16