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The impact of customer experience on brand equity: a communal relationships norms perspective
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE).
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE).
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE).
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, Published paper (Refereed)
Abstract [en]

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.
Keyword [en]
brand equity, customer experience, business-to-business, brand management
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:umu:diva-41071ISBN: 0-9549730-3-8 (print)OAI: oai:DiVA.org:umu-41071DiVA: diva2:404526
Conference
4th International Colloquium of Academy of Marketing Brand, Identity and Corporate Reputation SIG, Goizueta Business School, Emory University, Atlanta, Georgia, USA, September 12-14
Available from: 2011-03-17 Created: 2011-03-17 Last updated: 2012-06-20Bibliographically approved

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Ossipenko, GalinaBengtsson, MariaMarell, Agneta
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf