B2B brand equity: Understanding the effects of switching costs, quality of alternatives, and customer-employee rapport
2011 (English)In: Book of Abstracts from the 7th Global Brand Conference of Academy of Marketing Brand, Identity and Corporate Reputation SIG: "Brand, Identity and Reputation: Exploring, Creating New Realities and Fresh Perspectives on Multi-Sensory Experiences", 2011Conference paper (Refereed)
The main purpose of the study is to investigate the effects of switching costs, quality of alternatives and customer-employee rapport on the development of B2B brand equity. The process of brand equity development is captured in this study through the hierarchical effects between four dimensions of brand equity. The study contributes to branding research by demonstrating that besides the cognitive factors, as for example switching costs and quality of alternatives, the affective factors such as customer-employee rapport have significant impact on B2B brand equity.
Place, publisher, year, edition, pages
brand equity, business-to-business, brand management
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-59023OAI: oai:DiVA.org:umu-59023DiVA: diva2:550654
7th Global Brand Conference of Academy of Marketing Brand, Identity and Corporate Reputation SIG, Saïd Business School, University of Oxford, Oxford, UK, April 5-7