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  • 1.
    Biedenbach, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    B2B brand equity: investigating the impact of contextual factors2010Inngår i: Contemporary issues in brand research / [ed] Christodoulides, G., Veloutsou, C., Jevons, C., de Chernatony, L., and Papadopoulos, N., Athens, Greece: Athens Institute of Education and Research ,(ATINER) , 2010, s. 233-244Kapittel i bok, del av antologi (Fagfellevurdert)
    Abstract [en]

    The main purpose of the study is to investigate the impact of contextual factors in the organizational decision making process on the formation of B2B brand equity. The study examines the existence of potential differences in the development of brand equity by decision makers involved in the purchasing of professional services. The contextual settings considered in the study include large businesses versus small businesses, and private companies versus public organizations. The results of the MANOVA analysis show differences in the overall brand equity developed by the decisions makers in these three contexts towards their provider of professional services. Across the dimensions of brand equity, no significant differences were found in terms of brand awareness and brand associations. However, significant differences between the three types of contexts were identified in terms of perceived quality and brand loyalty. The structural equation modeling was used to further explore the differences across the brand equity dimensions, which occurred between the decisions makers from various contexts. Marketing managers could use the knowledge about the formation of B2B brand equity to improve efficiency of the brand building process, which takes place between different contextual settings and across various brand equity dimensions.

  • 2.
    Biedenbach, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    B2B brand equity: Investigating the impact of human capital and relational trust.2014Inngår i: Book of Abstracts from the 9th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Academy of Marketing, 2014Konferansepaper (Annet vitenskapelig)
    Abstract [en]

    The main purpose of this study is to investigate the impact of human capital and relational trust on B2B brand equity. The findings demonstrate positive effects of human capital and relational trust on brand associations, perceived quality, and brand loyalty. Perceived quality and human capital were found to have stronger direct effects than relational trust on the key outcome of brand building efforts that is brand loyalty. The study advances knowledge on B2B brand equity and highlights the relevance of considering customers’ perceptions about service providers for developing successful brand management strategies.

  • 3.
    Biedenbach, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    B2B brand equity: Understanding the effects of switching costs, quality of alternatives, and customer-employee rapport2011Inngår i: Book of Abstracts from the 7th Global Brand Conference of Academy of Marketing Brand, Identity and Corporate Reputation SIG: "Brand, Identity and Reputation: Exploring, Creating New Realities and Fresh Perspectives on Multi-Sensory Experiences", 2011Konferansepaper (Fagfellevurdert)
    Abstract [en]

    The main purpose of the study is to investigate the effects of switching costs, quality of alternatives and customer-employee rapport on the development of B2B brand equity. The process of brand equity development is captured in this study through the hierarchical effects between four dimensions of brand equity. The study contributes to branding research by demonstrating that besides the cognitive factors, as for example switching costs and quality of alternatives, the affective factors such as customer-employee rapport have significant impact on B2B brand equity.

  • 4.
    Biedenbach, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Brand building in the business-to-business context: The brand equity perspective2012Doktoravhandling, med artikler (Annet vitenskapelig)
    Abstract [en]

    The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context.

    The first paper entitled “Brand equity in the business-to-business context: Examining the structural composition” (Biedenbach 2012) investigates the structural composition of brand equity and the interrelationships between the dimensions of brand equity in the B2B context. By specifying the multidimensional model, which can be utilized for measuring and managing B2B brand equity, the paper provides initial knowledge on how the companies can build a strong B2B brand across four dimensions of brand equity. The second paper entitled “B2B brand equity: Investigating the impact of contextual factors” (Biedenbach 2010) examines the impact of contextual factors in the organizational decision making process on the formation of B2B brand equity. The book chapter expands knowledge on B2B brand building by portraying how such characteristics of customers as relative size of their company and its industry sector can affect B2B brand building. The third paper entitled “The impact of customer experience on brand equity in a business-to-business services setting” (Biedenbach and Marell 2010) investigates the impact of customer experience on brand equity in the professional services setting. The study clarifies how customer experience can be utilized for building a strong B2B brand. The fourth paper entitled “Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer-employee rapport” (Biedenbach, Bengtsson, and Wincent 2011) examines whether factors related to customers’ perception of employees’ role behavior in terms of customer perceived role ambiguity, role overload, and customer-employee rapport influence the development of brand equity in the professional service context. The paper advances knowledge on B2B brand building by considering the potential role of the company employees and consequences that their behavior can lead to in this process.

    To conclude, the doctoral dissertation demonstrates that the brand equity perspective can serve as a valuable foundation for theoretically understanding and practically managing B2B brand building.

  • 5.
    Biedenbach, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Brand equity in the business-to-business context: Examining the structural composition2012Inngår i: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 19, nr 8, s. 688-701Artikkel i tidsskrift (Fagfellevurdert)
    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.

  • 6.
    Biedenbach, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Branding strategies: a stakeholder approach2017Inngår i: Brand theories: perspectives on brands and branding / [ed] Veronika Tarnovskaya, Jon Bertilsson, Lund: Studentlitteratur AB, 2017, s. 127-142Kapittel i bok, del av antologi (Fagfellevurdert)
    Abstract [en]

    The main purpose of this chapter is to introduce a stakeholder approach for developing branding strategies, and to discuss the importance of considering multiple stakeholders in strategic brand management. The chapter starts with an overview of classical branding theories highlighting both external and internal aspects of branding strategies, which focus on creating strong brands through managing the perceptions of customers and employees. The chapter continues with a presentation of the views adopted in contemporary branding research, applying a stakeholder approach in different contexts. The chapter addresses the theoretical assumptions and empirical evidence in regard to this approach. The discussion is illustrated with practical examples showing how multiple stakeholders can influence the outcome of branding strategies developed for building one strong global brand, which is IKEA.

  • 7.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Bengtsson, Maria
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Marell, Agneta
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Brand equity, satisfaction and switching costs: An examination of effects in the B2B setting2013Inngår i: Book of Abstracts from the 8th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Academy of Marketing, 2013Konferansepaper (Fagfellevurdert)
    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.

  • 8.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Bengtsson, Maria
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Marell, Agneta
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Brand equity, satisfaction, and switching costs: An examination of effects in the business-to-business setting2015Inngår i: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 33, nr 2, s. 164-178Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    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.

  • 9.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Bengtsson, Maria
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Wincent, Joakim
    Luleå University of Technology .
    B2B brand equity: Analyzing the impact of customer-employee rapport and employee role behavior2011Inngår i: EMAC 40th Conference, University of Ljubljana, Faculty of Economics, Slovenia, 24-27 May 2011: Conference proceedings, Ljubljana: Faculty of Economics, University of Ljubljana , 2011Konferansepaper (Fagfellevurdert)
    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.

  • 10.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Bengtsson, Maria
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Wincent, Joakim
    Institutionen för ekonomi, teknik och samhälle, Innovation och Design, Luleå Tekniska Universitet.
    Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer–employee rapport2011Inngår i: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 40, nr 7, s. 1093-1102Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer–employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer–employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer–employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting.

  • 11.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Bengtsson, Maria
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Wincent, Joakim
    Institutionen för ekonomi, teknik och samhälle, Innovation och Design, Luleå Tekniska Universitet.
    Dynamics of B2B brand equity formation: An empirical comparison between uni- and multi-service buyers2009Inngår i: Book of Abstracts from the 5th International Conference of Academy of Marketing Brand, Identity and Corporate Reputation SIG: "Branding and Society: The Social, Cultural and Financial Impacts of Brands in the 21st Century", Academy of Marketing - Brand, Identity and Corporate Reputation SIG , 2009Konferansepaper (Fagfellevurdert)
    Abstract [en]

    The main purpose of the study is to investigate the dynamics of brand equity formation in the business-to-business setting. The study focuses on examining the potential differences in the formation of brand equity between the customers, who have chosen to buy only the core service, versus the customers, who have decided to buy a diverse range of services from their current provider of professional services.

  • 12.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Bengtsson, Maria
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Wincent, Joakim
    Institutionen för ekonomi, teknik och samhälle, Innovation och Design, Luleå Tekniska Universitet.
    Dynamics of B2B brand equity: the role of interdependencies in buyer-seller relationships2010Inngår i: Proceeding of the 39th EMAC Conference / [ed] Beckmann, S.C., Ringberg, T., and Ritter, T., European Marketing Academy , 2010Konferansepaper (Fagfellevurdert)
    Abstract [en]

    The main purpose of this study is to investigate the effects of buyer-seller interdependencies on the formation of brand equity in the B2B context. The study demonstrates that a higher level of dependency, experienced by the multi-services buyers compared to the uni-service buyers, affects overall brand equity developed towards the seller. By considering the hierarchy of effects between the brand equity dimensions, the study shows that the factors capturing the interdependencies have a significant impact on brand loyalty of the multi- service buyers. The study contributes to branding research by evaluating the impact of buyer- seller dependency on B2B brand equity.

  • 13.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Biedenbach, Thomas
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Hultén, Peter
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Tarnovskaya, Veronika
    Lund University, School of Economics and Management, Department of Business Administration.
    Internal brand citizenship in omni-channel retailing: Investigating the impact of self-service technologies2018Konferansepaper (Annet vitenskapelig)
    Abstract [en]

    The main purpose of this study is to investigate the impact of internal branding and self-service technologies on work meaningfulness and internal brand commitment in the context of omni-channel retailing. The findings confirm significant positive effects between the factors of internal brand citizenship.The study demonstrates significant effects of employees’ perceptions about self-service technologies and customers on work meaningfulness and internal brand commitment. The study advances the current state of knowledge on internal branding and retailing by investigating the effects of technological innovations on internal brand citizenship. The study contributes to managerial practice by providing practical recommendations on how companies can effectively use self-service technologies to enhance employees’ work meaningfulness and internal brand commitment, as well as to increase the value of the corporate brand and employer attractiveness.

  • 14.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Boström, Gert-Olof
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    A data-driven lab in the context of open data: opportunities and challenges for a sustainable business model2018Rapport (Annet vitenskapelig)
    Abstract [en]

    The report investigates theoretical and practical perspectives on sustainable business models in the context of open data. The main purposes of this report are (1) to investigate the opportunities and challenges for establishing a regional data-driven lab in the context of open data, and (2) to explore the possibility of developing a sustainable business model for a data-driven lab in Umeå (Västerbotten). The report examines conceptualizations of open data that initially emerged in the public sector and highlights the requirements open data are expected to comply with. The report identifies several types and categories of open data, which can be used to provide a variety of benefits for the public and private sectors, stimulate data-driven innovation, and enhance public value. In addition, the report acknowledges the barriers to the publishing and re-use of open data. The review of contextual conditions includes prominent examples of international, regional, and national initiatives for stimulating practical activities and policy-making in the context of open data. Furthermore, the report addresses different theoretical perspectives on how to conceptualize business models, ranging from presenting a company’s organization and its strategic view to emphasizing the elements required for creating, delivering, and capturing value in a specific context. The report elaborates upon the capacities of sustainable business models to achieve long-term success through business model innovation and to address environmental and social challenges while sustaining economic performance. Furthermore, the report emphasizes the importance of considering a complex ecosystem engaging diverse stakeholder groups and the open data lifecycle for developing a successful business model in the context of open data. The report reviews the business models used in the open data industry and discusses the important practical considerations for a data-driven lab. Overall, the report emphasizes the critical importance of creating the conditions that will enable the valuable resource of open data to be exploited and prioritizing the establishment of a regional data-driven lab by considering its potential to stimulate data-driven innovation and increase public value for society.

  • 15.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Hultén, Peter
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Tarnovskaya, Veronika
    Lund University, School of Economics and Management, Department of Business Administration.
    B2B brand equity: investigating the effects of human capital and relational trust2019Inngår i: Journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 34, nr 1, s. 1-11Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    Purpose: The purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity.

    Design/methodology/approach: Data collection was conducted among the clients of one of the Big Four auditing firms in Sweden. Structural equation modeling was used to test the hypothesized effects.

    Findings: The results demonstrate positive effects of human capital and relational trust on the core dimensions of brand equity. In the context of the professional services, human capital was found to have a stronger direct impact than relational trust on brand associations, perceived quality and brand loyalty.

    Practical implications: The study provides practical recommendations for marketing managers on how to consider the nature of B2B brand equity and its determinants in developing successful branding strategies. The findings indicate that although relational trust has a positive impact on brand equity, it draws on the clients’ positive perceptions of the service providers’ human capital. Thus, investments that generate positive perceptions of a service provider’s human capital will strengthen its competitive position. Leading to the creation of relational trust and having a strong impact on the dimensions of brand equity, human capital is a strategic asset that needs careful management.

    Originality/value: The study advances extant knowledge on B2B brand equity by examining contextual conditions and factors that are critical for building strong brands in industrial markets. The study demonstrates that clients’ perceptions about the knowledge, skills and abilities of service providers are more important than relational trust for enhancing B2B brand equity.

  • 16.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Hultén, Peter
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Tarnovskaya, Veronika
    Lund University, School of Economics and Management, Department of Business Administration.
    Dynamic nature of B2B brand equity: Investigating the mediating effects of brand relationships2017Inngår i: Conference Proceedings of the 12th Global Brand Conference of the Academy of Marketing, Kalmar: Linnaeus Univeristy , 2017, s. 85-93Konferansepaper (Annet vitenskapelig)
    Abstract [en]

    The main purpose of this study is to investigate the mediating effects of brand relationships in the dynamic process of B2B brand equity development. The study considers the mediating effects of relational factors and their significance for enhancing brand equity in industrial settings. The findings of this study confirm the importance of brand relationships established between service providers and their clients in the B2B context. More specifically, the study demonstrates the significant mediating effects of customer perceptions about human capital and established relational trust on B2B brand equity. The existence of significant effects between the dimensions of brand equity, human capital, and relational trust confirms the relevance of considering these factors in the dynamic process of brand equity development.

  • 17.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Manzhynski, Siarhei
    Belarusian State Technological University, Belarus .
    Internal branding and sustainability: investigating perceptions of employees2016Inngår i: Journal of Product & Brand Management, ISSN 1061-0421, ISSN 2, Vol. 25, nr 3, s. 296-306Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    The purpose of this study is to investigate perceptual differences between employees characterized by various levels of internal brand commitment and sustainability importance. The study was conducted among employees of industrial companies operating in Belarus. 238 responses were analyzed by using the K-means cluster analysis. The ANOVA was applied for evaluating differences between the three identified clusters. Based on internal brand commitment and sustainability importance, the study identifies three alternative clusters of employees: (1) uncommitted sustainability laggards, (2) committed sustainability followers, and (3) committed sustainability leaders. The results show that the three clusters differ in regard to the main determinants of internal brand commitment, which are brand orientation, internal brand knowledge, and internal brand involvement. The findings demonstrate significant perceptual differences between the three clusters regarding their evaluations of a company’s sustainability performance. The assessment of sustainability performance focuses on sustainability objectives, sustainability policies, and sustainability decision-making and disclosure. The study makes a theoretical contribution to research on internal branding and sustainability by examining the potential interrelationships between internal branding strategies and sustainability performance.

  • 18.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Manzhynski, Siarhei
    Belarusian State Technological University.
    Sustainability and internal brand commitment: An empirical investigation in a transition economy2015Inngår i: EMAC 2015: Collaboration in Research, EMAC , 2015, s. 158-158Konferansepaper (Annet vitenskapelig)
    Abstract [en]

    The successful implementation of sustainability initiatives throughout a company can positively influence business performance, especially in complex conditions of transition economies, such as Belarus. Nevertheless, prior studies provide limited evidence regarding the relationships between employees’ perceptions about company’s sustainability performance and the relevant determinants of their behavior. The main purpose of this study is to investigate the impact of company’s sustainability performance on employees’ job satisfaction, work meaningfulness and consequently their internal brand commitment in a transition economy. The findings demonstrate significant causal effects between the four dimensions of sustainability performance, and positive effects of job satisfaction and work meaningfulness on internal brand commitment.

  • 19.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Manzhynski, Siarhei
    Belarusian State Technological University.
    Sustainability and internal branding: investigating perceptions of employees in industrial markets2015Inngår i: Book of Abstracts from the 10th Global Brand Conference of Brand, Identity and Corporate Reputation SIG, Academy of Marketing, 2015, 2015, s. 15-18Konferansepaper (Annet vitenskapelig)
    Abstract [en]

    The main purpose of this study is to investigate the relationships between employees’ perceptions of sustainability performance and their internal brand commitment in industrial markets. The study was conducted among employees holding top and middle management positions in industrial companies in Belarus. 238 responses were analyzed by using the independent samples t-test, and the K-means cluster analysis. ANOVA was utilized for evaluating the differences between the three identified clusters. The findings of this study indicate the presence of significant differences in perceptions of employees assigning various degrees of importance to sustainability in relation to their evaluations of company’s sustainability performance and the key determinants of internal brand commitment. Furthermore, the study assesses the profiles of three alternative clusters of employees characterized by various degrees of importance assigned to sustainability, and by different levels of internal brand commitment. The study proposes practical recommendations for marketing managers and HR managers on how to utilize internal branding for enhancing awareness of employees about the importance of sustainability, and for facilitating positive perceptions about sustainability performance of their respective companies.

  • 20.
    Biedenbach, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Marell, Agneta
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    The impact of customer experience on brand equity in a business-to-business services setting2010Inngår i: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 17, s. 446-458Artikkel i tidsskrift (Fagfellevurdert)
    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.

  • 21.
    Eriksson, Jessica
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Företagsekonomi.
    Biedenbach, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Marell, Agneta
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Perception of opportunities from an infrastructure investment: investigating the effects of institutional thickness, innovativeness and local embeddedness2012Inngår i: Book of Abstracts, RENT XXVI – Research in Entrepreneurship and Small Business, ECSB., 2012Konferansepaper (Fagfellevurdert)
    Abstract [en]

    The main purpose of this paper is to explore organizations’ perception of opportunities as a consequence of an infrastructure investment. More specifically, the study investigates the effects of organizations’ perception of institutional thickness, innovativeness, and local embeddedness on perception of opportunities. The study reports on investments made in a new railway in a Swedish peripheral region. The sample included organizations from different economic sectors located in seven selected municipalities. The data was analyzed by using structural equation modeling. The results indicate that activities supporting institutional thickness have a positive effect on perception of opportunities. In addition, organizations characterized by high levels of innovativeness and local embeddedness are more likely to perceive positively opportunities arising from an infrastructure investment.

  • 22.
    Leijerholt, Ulrika
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Biedenbach, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Hultén, Peter
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Branding in the public sector: a systematic literature review and directions for future research2019Inngår i: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 26, nr 2, s. 126-140Artikkel, forskningsoversikt (Fagfellevurdert)
    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.

  • 23.
    Leijerholt, Ulrika
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Biedenbach, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Hultén, Peter
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Internal brand management in the public sector: Internal communication, organizational practices, and affective outcomesManuskript (preprint) (Annet vitenskapelig)
  • 24.
    Ossipenko, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet.
    Brand equity: an empirical study in the business-to-business context2008Licentiatavhandling, med artikler (Annet vitenskapelig)
  • 25.
    Ossipenko, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet.
    Customer-based brand equity concept: examining the applicability in the business-to-business context2008Inngår i: Book of Abstracts: 2008 Thought Leaders International Conference on Brand Management, Birmingham Business School, University of Birmingham , 2008Konferansepaper (Fagfellevurdert)
    Abstract [en]

    The study expands the current state of knowledge by contributing to one of under-researched areas in the business-to-business (B2B) context, namely brand equity. The main purpose of the study is to examine the applicability of the customer-based brand equity (CBBE) concept in the B2B context. 647 clients of one of the Big Four auditing firms in Sweden served as respondents in this empirical study. An exploratory factor analysis and structural equation modeling were used to validate reliability and validity of the CBBE concept consisting of brand awareness, brand association, perceived quality, and brand loyalty. Based on the analysis of one-dimensional and multi-dimensional CBBE models, the results indicate the applicability of the CBBE concept in the B2B setting and demonstrate the possibility of applying the CBBE concept in both business-to-customer (B2C) and B2B contexts.

  • 26.
    Ossipenko, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet.
    The development of brand equity in the B2B context: investigating the differences between market segments2009Inngår i: Proceeding of the 5th Thought Leaders International Conference on Brand Management, Athens Institute of Education and Research (ATINER) , 2009Konferansepaper (Fagfellevurdert)
    Abstract [en]

    The main purpose of the study is to investigate the existence of potential differences in the formation of brand equity between various segments of the B2B market. The study contributes to branding research by examining the impact of contextual factors of the organizational decision making process on the formation of B2B brand equity. The results of the MANOVA analysis show the differences between the selected market segments based on overall brand equity developed towards their provider of professional services. Across the dimensions of brand equity, no significant differences were found in terms of brand awareness and brand associations. However, significant differences between the market segments were identified in terms of perceived quality and brand loyalty. Marketing managers could use knowledge about the formation of brand equity to improve the efficiency of the brand building process, which takes place between diverse market segments and across various brand equity dimensions.

  • 27.
    Ossipenko, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet.
    Bengtsson, Maria
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet.
    Marell, Agneta
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet.
    Satisfaction and brand equity: an empirical analysis of the effects in the B2B setting2009Inngår i: Proceeding of the 38th EMAC Conference / [ed] Jean-Pierre Helfer, Jean-Louis Nicolas, European Marketing Academy , 2009Konferansepaper (Fagfellevurdert)
    Abstract [en]

    The main purpose of the study is to examine the causal relationships between satisfaction and the dimensions of brand equity. Despite the importance that customer satisfaction and brand equity have for the company’s success, the causal relationships between these concepts were not investigated in previous research. Considering the hierarchical effects between the brand equity dimensions, the conceptual framework examines the relationships between satisfaction and brand equity in the business-to-business setting. Confirmatory factor analysis indicates significant positive effects of satisfaction on brand awareness, brand associations, and brand loyalty. The important link between perceived quality, satisfaction, and brand loyalty is confirmed in this study.

  • 28.
    Ossipenko, Galina
    et al.
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet (USBE).
    Bengtsson, Maria
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet (USBE).
    Marell, Agneta
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet (USBE).
    The impact of customer experience on brand equity: a communal relationships norms perspective2008Inngår i: Book of Abstracts from 4th International Colloquium of Academy of Marketing Brand, Identity and Corporate Reputation SIG: Experiental Brands, Identity and Reputation: The Power of Intangible Assets in Expressive Organisations and Markets / [ed] Francisco Guzmán, Academy of Marketing - Brand, Identity and Corporate Reputation SIG , 2008Konferansepaper (Fagfellevurdert)
    Abstract [en]

    The main purpose of the study is to investigate the impact of customer experience on different dimensions of brand equity. The study employs a customer-based approach for conceptualizing brand equity. The conceptual model illustrates the impact of customer experience on the formation of brand equity, which is assessed through a hierarchy of effects between the brand equity dimensions. Structural equation modeling is used to perform a confirmatory factor analysis testing the significance of the proposed model in the business-to-business setting.

  • 29.
    Tarnovskaya, Veronika
    et al.
    Lund University, School of Economics and Management, Department of Business Administration.
    Biedenbach, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Corporate rebranding failure and brand meanings in the digital environment2018Inngår i: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 36, nr 4, s. 455-469Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    Purpose - The purpose of this paper is to investigate the dynamic process of brand meaning creation by multiple stakeholders during corporate rebranding in the digital environment.

    Design/methodology/approach - By applying a symbolic interactionist perspective, the case study analyses a failed corporate rebranding of Gap. A variety of narratives by managers, consumers, designers, and marketing professionals were captured by collecting qualitative data on Facebook, Twitter, and professional forums on the internet.

    Findings - The study demonstrates that the process of brand meaning creation is affected by the complexity of brand meaning negotiation within and between different stakeholder groups. The findings illustrate that the polarisation of brand meanings, in which both antagonistic and supportive forms co-exist, has a determinable impact on the outcome of corporate rebranding.

    Research limitations/implications - The study analyses one case of corporate rebranding failure with the focus being on the four key stakeholder groups. Future studies could examine multiple cases of successful and failed corporate rebranding, including a broader variety of internal and external stakeholders.

    Practical implications - Marketing managers should engage multiple stakeholders proactively during the process of brand meaning creation. They are encouraged to learn from antagonistic incidents of brand meaning negotiation as well as to utilise opportunities arising during constructive episodes of brand meaning co-creation.

    Originality/value - The study contributes to previous research by exploring how the process of brand meaning creation can trigger the collision of brand meanings, which lead to the failure of corporate rebranding.

  • 30.
    Tarnovskaya, Veronika
    et al.
    Lund University, School of Economics and Management, Department of Business Administration.
    Biedenbach, Galina
    Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
    Multiple stakeholders and B2B branding in emerging markets2016Inngår i: Qualitative Market Research, ISSN 1352-2752, E-ISSN 1758-7646, Vol. 19, nr 3, s. 287-309Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    Purpose – The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets.

    Design/methodology/approach – The case study examines brand strategies of a multinational company in the high-tech industry. By using NVIVO, this research analyses the brand narratives by corporate managers of Axis Communications in Sweden and local stakeholders in Russia, Brazil and India. The study evaluates perceptions about brand value and contributing activities emphasized by corporate managers, local managers, local partners and local end-customers.

    Findings – The findings demonstrate that corporate managers underutilize contributing activities by local managers and other local stakeholders, despite these activities being central to enhancing brand value. This research provides insights into how corporate and local managers can develop successful brand strategies in emerging markets. Consequently, a general typology of contributing activities to B2B brand value by local stakeholders is proposed.

    Originality/value – The company-centred approach to B2B branding stresses the importance of unique components of brand value and their consistent communication to multiple stakeholders. Prior studies provide limited evidence on how various stakeholders perceive brand value and enhance it through their contributing activities. Following the stakeholder-encompassing approach, this study advances branding research by examining perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in a cross-cultural setting. Future studies are recommended to apply a stakeholder-encompassing approach in developed and transition economies and considering other relevant groups of stakeholders.

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