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Brand equity in the professional service context / Biedenbach ,Galina in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1093–1102 Titre : Brand equity in the professional service context : Analyzing the impact of employee role behavior and customer–employee rapport Type de document : texte imprimé Auteurs : Biedenbach ,Galina, Auteur ; Bengtsson, Maria, Auteur ; Wincent ,Joakim, Auteur Année de publication : 2012 Article en page(s) : pp. 1093–1102 Langues : Anglais (eng) Mots-clés : brand  equity;  role  ambiguity;  role  overload;  customer–employee  rapport;  Professional  services Index. décimale : 650 Résumé : The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer–employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer–employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer–employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001350 [article] Brand equity in the professional service context : Analyzing the impact of employee role behavior and customer–employee rapport [texte imprimé] / Biedenbach ,Galina, Auteur ; Bengtsson, Maria, Auteur ; Wincent ,Joakim, Auteur . - 2012 . - pp. 1093–1102. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1093–1102 Mots-clés : brand  equity;  role  ambiguity;  role  overload;  customer–employee  rapport;  Professional  services Index. décimale : 650 Résumé : The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer–employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer–employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer–employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001350