Galina Biedenbach

Brand equity, satisfaction, and switching costs: An examination of effects in the business-to-business setting.

The purpose of this paper is to investigate the effects of satisfaction and switching costs on the development of brand equity in the business-to-business setting. Structural equation modeling was ...

Multiple stakeholders and B2B branding in emerging markets

Purpose – The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in th ...

Internal branding and sustainability: investigating perceptions of employees

The purpose of this study is to investigate perceptual differences between employees characterized by various levels of internal brand commitment and sustainability importance. The study was conduc ...

B-to-B-Markenwert – Ein Ansatz für eine professionelle B-to-B-Markenführung

In Wissenschaft und Praxis ist die Notwendigkeit einer expliziten B‐to‐B‐Markenfuhrung zur Steigerung ihres Wertes unstrittig. Allerdings werden konkrete Tools zur Unterstutzung einer effektiven Markenfuhrung sowohl in der Forschung als auch der Praxis haufig unterschatzt. Dieser Beitrag diskutiert die Herausforderungen und Moglichkeiten den Ansatz des (verhaltenswissenschaftlichen) Markenwertes fur die B‐to‐B‐Markenfuhrung als ein solches Tool zu nutzen. Abgeschlossen wird der Beitrag mit Ideen fur die zukunftige Forschung sowie konkreten Managementempfehlungen.

Corporate rebranding failure and brand meanings in the digital environment

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/methodolog ...