Brand equity, satisfaction, and switching costs: An examination of effects in the business-to-business setting
2015 (English)In: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 33, no 2, 164-178 p.Article in journal (Refereed) Published
The purpose of this paper is to investigate the effects of satisfaction and switching costs on the development of brand equity in the business-to-business setting. 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. Furthermore, the findings show the positive effect of switching costs on satisfaction. The findings provide a strong foundation for further investigation of links between the key marketing concepts: brand equity, satisfaction, and switching costs.
Place, publisher, year, edition, pages
2015. Vol. 33, no 2, 164-178 p.
Brand equity, satisfaction, switching costs, brand management, professional services, business-to-business marketing
IdentifiersURN: urn:nbn:se:umu:diva-101092DOI: 10.1108/MIP-03-2014-0059ISI: 000355726800004ScopusID: 2-s2.0-84925150816OAI: oai:DiVA.org:umu-101092DiVA: diva2:796640