B2B brand equity: Analyzing the impact of customer-employee rapport and employee role behavior
2011 (English)In: Proceedings, 40th EMAC Conference, the European Marketing Academy, 2011Conference paper (Refereed)
The main purpose of the study is to investigate the impact of customer-employee rapport and employee role behavior on the development of B2B brand equity. The process of brand equity development is captured in this study through the hierarchical effects between the dimensions of brand equity. The interaction between the customer and the employee is reflected by customer-employee rapport, employee role ambiguity and role overload. The results of the structural equation modeling show the positive effect of customer-employee rapport and the negative effects of role ambiguity and role overload on the development of B2B brand equity.
Place, publisher, year, edition, pages
Brand equity, business-to-business, customer-employee rapport, role ambiguity, role overload
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-61860ISBN: 978-961-240-211-2OAI: oai:DiVA.org:umu-61860DiVA: diva2:572389
40th EMAC Conference, the European Marketing Academy, The Faculty of Economics, University of Ljubljana, Ljubljana, Slovenia, May 24-27