Purpose – 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 (B2B) setting. The study considers the hierarchical effects between brand awareness, brand associations, perceived quality, and...

Purpose – The purpose of this paper is to conceptually develop the understanding of co‐opetition dynamics and to enhance the conceptual clarity of co‐opetition by developing a definition based on previous research efforts. Design/methodology/approach – This conceptual paper integrates...

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...

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...

Purpose The purpose of this paper is to investigate perceptual differences between employees characterized by various levels of internal brand commitment and sustainability importance. The identified clusters of employees are compared considering the main determinants of internal brand...

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...