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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 in the business-to-business context : examining the structural composition

Biedenbach, Galina - In: The journal of brand management : an international journal 19 (2011/12) 8, pp. 688-701

Persistent link: https://www.econbiz.de/10009576042

B2B brand equity : investigating the effects of human capital and relational trust

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...

Persistent link: https://www.econbiz.de/10012073141

Corporate rebranding failure and brand meanings in the digital environment

Tarnovskaya, Veronika; Biedenbach, Galina - In: Marketing Intelligence & Planning 36 (2018) 4, pp. 455-469

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...

Persistent link: https://www.econbiz.de/10012078392

Internal branding and sustainability : investigating perceptions of employees

Biedenbach, Galina; Manzhynski, Siarhei - In: The journal of product & brand management 25 (2016) 3, pp. 296-306

Persistent link: https://www.econbiz.de/10011548864

Branding in the public sector : a systematic literature review and directions for future research

Leijerholt, Ulrika; Biedenbach, Galina; Hultén, Peter - In: The journal of brand management : an international journal 26 (2019) 2, pp. 126-140

Persistent link: https://www.econbiz.de/10012060053

Brand equity in the professional service context : analyzing the impact of employee role behavior and customer-employee rapport

Biedenbach, Galina; Bengtsson, Maria; Wincent, Joakim - In: Industrial marketing management : the international … 40 (2011) 7, pp. 1093-1102

Persistent link: https://www.econbiz.de/10009490296

Brand equity in the business-to-business context: Examining the structural composition

Biedenbach, Galina - In: The journal of brand management : an international journal 19 (2012) 8, pp. 688-702

Persistent link: https://www.econbiz.de/10009982421

Multiple stakeholders and B2B branding in emerging markets

Tarnovskaya, Veronika; Biedenbach, Galina - In: Qualitative market research : an international journal 19 (2016) 3, pp. 287-309

Persistent link: https://www.econbiz.de/10011598472

Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer–employee rapport

Biedenbach, Galina; Bengtsson, Maria; Wincent, Joakim - In: Industrial marketing management : the international … 40 (2011) 7, pp. 1093-1103

Persistent link: https://www.econbiz.de/10009806433