Biedenbach, Galina; Hultén, Peter; Tarnovskaya, Veronika - In: Journal of Business & Industrial Marketing 34 (2019) 1, pp. 1-11
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...