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Brand building in the business-to-business context: The brand equity perspective
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
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 [en]
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: urn:nbn:se:umu:diva-60749ISBN: 978-91-7459-506-2 (print)OAI: oai:DiVA.org:umu-60749DiVA: diva2:562533
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
List of papers
1. Brand equity in the business-to-business context: Examining the structural composition
Open this publication in new window or tab >>Brand equity in the business-to-business context: Examining the structural composition
2012 (English)In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 19, no 8, 688-701 p.Article in journal (Refereed) Published
Abstract [en]

The main aim of the study is to examine the structural composition of brand equity and the interrelationships between the dimensions of brand equity in the business-to-business (B2B) context. A total of 647 customers of one of the Big Four auditing firms in Sweden served as respondents in this study. Structural equation modeling was used to examine a one-dimensional model and a multidimensional model of brand equity. The multidimensional model was based on the hierarchy of effects between brand awareness, brand associations, perceived quality and brand loyalty. The findings indicate that the multidimensional model of brand equity considering the hierarchical effects between the four dimensions of brand equity performs better in the B2B context. The study contributes to branding research by providing empirical evidence about the multidimensionality of B2B brand equity and the existence of hierarchy of effects between the four dimensions of brand equity.

Place, publisher, year, edition, pages
Palgrave Macmillan, 2012
Keyword
brand equity, business-to-business, brand management, branding
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-57799 (URN)10.1057/bm.2011.60 (DOI)
Available from: 2012-08-16 Created: 2012-08-16 Last updated: 2017-12-07Bibliographically approved
2. B2B brand equity: investigating the impact of contextual factors
Open this publication in new window or tab >>B2B brand equity: investigating the impact of contextual factors
2010 (English)In: Contemporary issues in brand research / [ed] Christodoulides, G., Veloutsou, C., Jevons, C., de Chernatony, L., and Papadopoulos, N., Athens, Greece: Athens Institute of Education and Research ,(ATINER) , 2010, 233-244 p.Chapter in book (Refereed)
Abstract [en]

The main purpose of the study is to investigate the impact of contextual factors in the organizational decision making process on the formation of B2B brand equity. The study examines the existence of potential differences in the development of brand equity by decision makers involved in the purchasing of professional services. The contextual settings considered in the study include large businesses versus small businesses, and private companies versus public organizations. The results of the MANOVA analysis show differences in the overall brand equity developed by the decisions makers in these three contexts towards their provider of professional services. Across the dimensions of brand equity, no significant differences were found in terms of brand awareness and brand associations. However, significant differences between the three types of contexts were identified in terms of perceived quality and brand loyalty. The structural equation modeling was used to further explore the differences across the brand equity dimensions, which occurred between the decisions makers from various contexts. Marketing managers could use the knowledge about the formation of B2B brand equity to improve efficiency of the brand building process, which takes place between different contextual settings and across various brand equity dimensions.

Place, publisher, year, edition, pages
Athens, Greece: Athens Institute of Education and Research ,(ATINER), 2010
Keyword
brand equity, business-to-business, organizational buying behavior, decision making process
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-41061 (URN)9789606672682 (ISBN)
Available from: 2011-03-17 Created: 2011-03-17 Last updated: 2012-10-25Bibliographically approved
3. The impact of customer experience on brand equity in a business-to-business services setting
Open this publication in new window or tab >>The impact of customer experience on brand equity in a business-to-business services setting
2010 (English)In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 17, 446-458 p.Article in journal (Refereed) Published
Abstract [en]

The main purpose of the study is to investigate the impact of customer experience on brand equity in a business-to-business (B2B) services setting. The conceptual model illustrates the impact of customer experience on the formation of brand equity, which is assessed through a hierarchy of effects between brand awareness, brand associations, perceived quality and brand loyalty. Structural equation modeling is used to test the proposed model in the B2B setting. The findings of the study indicate that customer experience has a positive effect on the four dimensions of brand equity. The study provides marketing managers with a clear understanding of how customer experience affects brand equity in the B2B context. The study portrays the importance of creating a positive customer experience through a direct interaction of customers with the company and its brand. The study advances the current state of knowledge by analyzing the impact of customer experience on all dimensions of brand equity and by including a hierarchy of effects between different dimensions in one conceptual model.

Place, publisher, year, edition, pages
Palgrave Macmillan, 2010
Keyword
brand equity, customer experience, business-to-business, brand management
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-39466 (URN)10.1057/bm.2009.37 (DOI)
Available from: 2011-01-28 Created: 2011-01-28 Last updated: 2017-12-11Bibliographically approved
4. Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer–employee rapport
Open this publication in new window or tab >>Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer–employee rapport
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
Keyword
Brand equity, Role ambiguity, Role overload, Customer–employee rapport, Professional services
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-47967 (URN)10.1016/j.indmarman.2011.09.007 (DOI)
Available from: 2011-10-05 Created: 2011-10-05 Last updated: 2017-12-08Bibliographically approved

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