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  • 1.
    Biedenbach, Galina
    Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
    Brand equity in the business-to-business context: Examining the structural composition2012In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 19, no 8, p. 688-701Article in journal (Refereed)
    Abstract [en]

    The main aim of the study is to examine the structural composition of brand equity and the interrelationships between the dimensions of brand equity in the business-to-business (B2B) context. A total of 647 customers of one of the Big Four auditing firms in Sweden served as respondents in this study. Structural equation modeling was used to examine a one-dimensional model and a multidimensional model of brand equity. The multidimensional model was based on the hierarchy of effects between brand awareness, brand associations, perceived quality and brand loyalty. The findings indicate that the multidimensional model of brand equity considering the hierarchical effects between the four dimensions of brand equity performs better in the B2B context. The study contributes to branding research by providing empirical evidence about the multidimensionality of B2B brand equity and the existence of hierarchy of effects between the four dimensions of brand equity.

  • 2.
    Biedenbach, Galina
    et al.
    Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
    Marell, Agneta
    Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
    The impact of customer experience on brand equity in a business-to-business services setting2010In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 17, p. 446-458Article in journal (Refereed)
    Abstract [en]

    The main purpose of the study is to investigate the impact of customer experience on brand equity in a business-to-business (B2B) services setting. The conceptual model illustrates the impact of customer experience on the formation of brand equity, which is assessed through a hierarchy of effects between brand awareness, brand associations, perceived quality and brand loyalty. Structural equation modeling is used to test the proposed model in the B2B setting. The findings of the study indicate that customer experience has a positive effect on the four dimensions of brand equity. The study provides marketing managers with a clear understanding of how customer experience affects brand equity in the B2B context. The study portrays the importance of creating a positive customer experience through a direct interaction of customers with the company and its brand. The study advances the current state of knowledge by analyzing the impact of customer experience on all dimensions of brand equity and by including a hierarchy of effects between different dimensions in one conceptual model.

  • 3.
    Leijerholt, Ulrika
    et al.
    Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
    Biedenbach, Galina
    Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
    Hultén, Peter
    Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
    Branding in the public sector: a systematic literature review and directions for future research2019In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 26, no 2, p. 126-140Article, review/survey (Refereed)
    Abstract [en]

    The increased interest of public organizations in using corporate branding principles creates a need to understand how to implement such principles effectively. Although previous research investigates challenges related to branding in this context, the findings provide contradictory evidence and opposing recommendations. The purpose of this study is to conduct a systematic review of literature on branding in the public sector and to explore directions for future research. The results demonstrate that owing to the distinct differences between the private and public sectors, there is a need to adapt branding principles to meet the sector-specific challenges faced by public organizations. However, the extent of the required changes needs further research. This literature review presents a number of potential directions for future studies, which focus on diverse topics related to the internal and external aspects that are crucial to the successful branding of public organizations.

  • 4.
    Leijerholt, Ulrika
    et al.
    Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
    Chapleo, Chris
    Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration. Bournemouth University.
    O'Sullivan, Helen
    Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration. Bournemouth University.
    A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector2019In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 26, no 3, p. 277-290Article in journal (Refereed)
    Abstract [en]

    Branding in the public sector is emerging as an interesting area of research, as diverse organisations find themselves using branding principles to promote a consistent, clear brand. However, very little is known how public organisations could, or should, manage their brands. The purpose of this research, therefore, is to explore brand management processes in the public sector, and its implication for brand architecture, from an employee perspective. With a qualitative approach, the study argues that branding is important not only for the organisation, but also for individual departments. Further, unlike branding in the private sector, public organisations may be more concerned with supporting a positive perception and organisational attractiveness rather than a unique and differentiated brand. This may have implications for brand architecture. By allowing individual departments to manage their brand with support from organisational structures that provide alignment and focus, organisations can form a brand architecture that supports a strong organisational brand and employee brand commitment.

  • 5.
    Silver, Lars
    et al.
    Centre for Banking and Finance at the Royal Institute of Technology, Stockholm, Sweden.
    Berggren, Björn
    Centre for Banking and Finance at the Royal Institute of Technology, Stockholm, Sweden.
    The Close relationship strategy2010In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 17, no 4, p. 289-300Article in journal (Refereed)
    Abstract [en]

    The purpose of the paper is to analyze how different dimensions of the relationship between banks and small to medium-sized enterprises (SME) influence the SMEs’ loyalty towards the banks. A survey was administered to 1024 CEOs of Swedish SMEs. In the questionnaire, a number of aspects of the relationship with the bank were examined, especially how banks contribute to the development of the SMEs, and how this affects the SMEs’ loyalty. This paper posits The Close Relationship Strategy, which implies that by being more active in the relationship, banks could create more satisfied and loyal SME customers. The study has relevance for banks that are trying to develop their corporate brands through a closer relationship with SMEs. The paper provides a framework for understanding how banks can achieve customer loyalty and develop their brands by focusing on important aspects of the relationship with their SME customers. This study provides important insights into SMEs’ perceptions of their banks’ capacity to deliver meaningful advice, and how a positive relationship can create more loyal customers.

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