umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Brand equity, satisfaction and switching costs: An examination of effects in the B2B setting
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.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2013 (English)In: Book of Abstracts from the 8th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Academy of Marketing, 2013Conference paper, Published paper (Refereed)
Abstract [en]

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
2013.
Keyword [en]
brand equity, satisfaction, switching costs, business-to-business, professional services
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:umu:diva-68499OAI: oai:DiVA.org:umu-68499DiVA: diva2:617149
Conference
8th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Academy of Marketing,Catholic University of Portugal, Porto, Portugal, April 3-5
Available from: 2013-04-22 Created: 2013-04-22 Last updated: 2013-06-03Bibliographically approved

Open Access in DiVA

No full text

Authority records BETA

Biedenbach, GalinaBengtsson, MariaMarell, Agneta

Search in DiVA

By author/editor
Biedenbach, GalinaBengtsson, MariaMarell, Agneta
By organisation
Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 371 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf