Corporate brand equity and loyalty in B2B markets: A study among logistics service purchasers

Product brand equity has become one of the most discussed concepts among marketing scholars. It is suggested that brand equity impacts customers’ loyalty intentions. This article widens the traditional brand equity discussions into corporate level, namely into corporate brand equity, and examines wh...

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Bibliographic Details
Published in:	The journal of brand management Vol. 18; no. 4-5; pp. 300 - 311
Main Authors:	Juntunen, Mari, Juntunen, Jouni, Juga, Jari
Format:	Journal Article
Language:	English
Published:	London Palgrave Macmillan UK 01-01-2011 Palgrave Macmillan
Subjects:	Brand equity Brand image Brand loyalty Business and Management Business to business commerce Competition Customer services International Literature reviews Logistics Management Marketing Original Article Outsourcing Studies Supply chains corporate brand equity brand equity structural equation modelling loyalty
Online Access:	Get full text
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