Similar Search Results

Brand equity, satisfaction, and switching costs : an examination of effects in the business-to-business setting

Biedenbach, Galina; Bengtsson, Maria; Marell, Agneta - In: Marketing intelligence & planning 33 (2015) 2, pp. 164-178

Persistent link: https://www.econbiz.de/10011326052

Brand equity, satisfaction, and switching costs

Biedenbach, Galina; Bengtsson, Maria; Marell, Agneta - In: Marketing Intelligence & Planning 33 (2015) 2, pp. 164-178

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...

Persistent link: https://www.econbiz.de/10014947081

Applying service-dominant logic to recurrent release of software : an action research study

Barqawi, Neda; Syed, Kamran; Mathiassen, Lars - In: The journal of business & industrial marketing 31 (2016) 7, pp. 928-940

Persistent link: https://www.econbiz.de/10011564170

Antecedents to value diminution : a dyadic perspective

Vafeas, Mario; Hughes, Tim; Hilton, Toni - In: Marketing theory 16 (2016) 4, pp. 469-491

Persistent link: https://www.econbiz.de/10011645950

An application of Keller?s brand equity model in a B2B context

Kuhn, Kerri-Ann; Alpert, F.; Pope, N. - 2008

Purpose ? The importance of branding in industrial contexts has increased, yet a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been a thoroughempirical study of the applicability of a full brand equitymodel in a B2B context. This paper aims to discuss...

Persistent link: https://www.econbiz.de/10009483370