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B2B brand equity: Analyzing the impact of customer-employee rapport and employee role behavior
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.
Luleå University of Technology .
2011 (English)In: Proceedings, 40th EMAC Conference, the European Marketing Academy, 2011Conference paper, Published paper (Refereed)
Abstract [en]

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
2011.
Keyword [en]
Brand equity, business-to-business, customer-employee rapport, role ambiguity, role overload
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:umu:diva-61860ISBN: 978-961-240-211-2 (print)OAI: oai:DiVA.org:umu-61860DiVA: diva2:572389
Conference
40th EMAC Conference, the European Marketing Academy, The Faculty of Economics, University of Ljubljana, Ljubljana, Slovenia, May 24-27
Available from: 2012-11-27 Created: 2012-11-27 Last updated: 2016-03-03

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CiteExportLink to record
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Citation style
  • apa
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  • vancouver
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Language
  • de-DE
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  • nn-NO
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Output format
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  • asciidoc
  • rtf