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Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer–employee rapport
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Institutionen för ekonomi, teknik och samhälle, Innovation och Design, Luleå Tekniska Universitet.
2011 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 40, no 7, 1093-1102 p.Article in journal (Refereed) Published
Abstract [en]

The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer–employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer–employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer–employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting.

Place, publisher, year, edition, pages
Elsevier, 2011. Vol. 40, no 7, 1093-1102 p.
Keyword [en]
Brand equity, Role ambiguity, Role overload, Customer–employee rapport, Professional services
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:umu:diva-47967DOI: 10.1016/j.indmarman.2011.09.007OAI: oai:DiVA.org:umu-47967DiVA: diva2:445819
Available from: 2011-10-05 Created: 2011-10-05 Last updated: 2017-12-08Bibliographically approved
In thesis
1. Brand building in the business-to-business context: The brand equity perspective
Open this publication in new window or tab >>Brand building in the business-to-business context: The brand equity perspective
2012 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context.

The first paper entitled “Brand equity in the business-to-business context: Examining the structural composition” (Biedenbach 2012) investigates the structural composition of brand equity and the interrelationships between the dimensions of brand equity in the B2B context. By specifying the multidimensional model, which can be utilized for measuring and managing B2B brand equity, the paper provides initial knowledge on how the companies can build a strong B2B brand across four dimensions of brand equity. The second paper entitled “B2B brand equity: Investigating the impact of contextual factors” (Biedenbach 2010) examines the impact of contextual factors in the organizational decision making process on the formation of B2B brand equity. The book chapter expands knowledge on B2B brand building by portraying how such characteristics of customers as relative size of their company and its industry sector can affect B2B brand building. The third paper entitled “The impact of customer experience on brand equity in a business-to-business services setting” (Biedenbach and Marell 2010) investigates the impact of customer experience on brand equity in the professional services setting. The study clarifies how customer experience can be utilized for building a strong B2B brand. The fourth paper entitled “Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer-employee rapport” (Biedenbach, Bengtsson, and Wincent 2011) examines whether factors related to customers’ perception of employees’ role behavior in terms of customer perceived role ambiguity, role overload, and customer-employee rapport influence the development of brand equity in the professional service context. The paper advances knowledge on B2B brand building by considering the potential role of the company employees and consequences that their behavior can lead to in this process.

To conclude, the doctoral dissertation demonstrates that the brand equity perspective can serve as a valuable foundation for theoretically understanding and practically managing B2B brand building.

Place, publisher, year, edition, pages
Umeå: Umeå Universitet, 2012. 66 p.
Series
Studier i företagsekonomi. Serie B, ISSN 0346-8291 ; 82
Keyword
Brand building, brand equity, brand management, business-to-business, customer experience, organizational buying behavior, professional services, rapport, role behavior
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-60749 (URN)978-91-7459-506-2 (ISBN)
Public defence
2012-11-16, Samhällsvetarhuset, Hörsal B, Umeå Universitet, Umeå, 13:15 (English)
Opponent
Supervisors
Available from: 2012-10-26 Created: 2012-10-24 Last updated: 2012-10-25Bibliographically approved

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Publisher's full texthttp://dx.doi.org/10.1016/j.indmarman.2011.09.007

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Biedenbach, GalinaBengtsson, MariaWincent, Joakim

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