The impact of customer experience on brand equity: a communal relationships norms perspective
2008 (English)In: Book of Abstracts from 4th International Colloquium of Academy of Marketing Brand, Identity and Corporate Reputation SIG: Experiental Brands, Identity and Reputation: The Power of Intangible Assets in Expressive Organisations and Markets / [ed] Francisco Guzmán, Academy of Marketing - Brand, Identity and Corporate Reputation SIG , 2008Conference paper (Refereed)
The main purpose of the study is to investigate the impact of customer experience on different dimensions of brand equity. The study employs a customer-based approach for conceptualizing brand equity. The conceptual model illustrates the impact of customer experience on the formation of brand equity, which is assessed through a hierarchy of effects between the brand equity dimensions. Structural equation modeling is used to perform a confirmatory factor analysis testing the significance of the proposed model in the business-to-business setting.
Place, publisher, year, edition, pages
Academy of Marketing - Brand, Identity and Corporate Reputation SIG , 2008.
brand equity, customer experience, business-to-business, brand management
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-41071ISBN: 0-9549730-3-8OAI: oai:DiVA.org:umu-41071DiVA: diva2:404526
4th International Colloquium of Academy of Marketing Brand, Identity and Corporate Reputation SIG, Goizueta Business School, Emory University, Atlanta, Georgia, USA, September 12-14