Brand equity, satisfaction and switching costs: An examination of effects in the B2B setting
2013 (English)In: Book of Abstracts from the 8th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Academy of Marketing, 2013Conference paper (Refereed)
The purpose of this study is to investigate the effects of satisfaction and switching costs on the development of brand equity in the B2B setting. The study considers the hierarchical effects between brand awareness, brand associations, perceived quality, and brand loyalty. Furthermore, the conceptual model examines the direct effect of switching costs on satisfaction. The structural equation modeling was used to analyze 632 responses from the CEOs and CFOs of organizations buying auditing and business consultancy services from one of the Big Four auditing companies. The findings demonstrate the significant impact of satisfaction and switching costs on B2B brand equity.
Place, publisher, year, edition, pages
brand equity, satisfaction, switching costs, business-to-business, professional services
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-68499OAI: oai:DiVA.org:umu-68499DiVA: diva2:617149
8th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Academy of Marketing,Catholic University of Portugal, Porto, Portugal, April 3-5