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

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Abstract

The main aim of the study is to examine the structural composition of brand equity and the interrelationships between the dimensions of brand equity in the business-to-business (B2B) context. A total of 647 customers of one of the Big Four auditing firms in Sweden served as respondents in this study. Structural equation modeling was used to examine a one-dimensional model and a multidimensional model of brand equity. The multidimensional model was based on the hierarchy of effects between brand awareness, brand associations, perceived quality and brand loyalty. The findings indicate that the multidimensional model of brand equity considering the hierarchical effects between the four dimensions of brand equity performs better in the B2B context. The study contributes to branding research by providing empirical evidence about the multidimensionality of B2B brand equity and the existence of hierarchy of effects between the four dimensions of brand equity.

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Authors and Affiliations

  1. Umeå School of Business, Umeå University, Umeå, 901 87, Sweden

    Galina Biedenbach

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  1. Galina Biedenbach
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Correspondence to Galina Biedenbach.

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Biedenbach, G. Brand equity in the business-to-business context: Examining the structural composition. J Brand Manag 19, 688–701 (2012). https://doi.org/10.1057/bm.2011.60

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  • DOI: https://doi.org/10.1057/bm.2011.60

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