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...