The impact of customer experience on brand equity: a communal relationships norms perspective
2008 (Engelska)Ingår 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 , 2008Konferensbidrag, Publicerat paper (Refereegranskat)
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.
Ort, förlag, år, upplaga, sidor
Academy of Marketing - Brand, Identity and Corporate Reputation SIG , 2008.
Nyckelord [en]
brand equity, customer experience, business-to-business, brand management
Nationell ämneskategori
Företagsekonomi
Forskningsämne
företagsekonomi
Identifikatorer
URN: urn:nbn:se:umu:diva-41071ISBN: 0-9549730-3-8 (tryckt)OAI: oai:DiVA.org:umu-41071DiVA, id: diva2:404526
Konferens
4th International Colloquium of Academy of Marketing Brand, Identity and Corporate Reputation SIG, Goizueta Business School, Emory University, Atlanta, Georgia, USA, September 12-14
2011-03-172011-03-172018-06-08Bibliografiskt granskad