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| Tekijä: | Roper, S. Davies, G. |
| Otsikko: | Business to business branding: external and internal satisfiers and the role of training quality |
| Lehti: | European Journal of Marketing
2010 : VOL. 44:5, p. 567-590 |
| Asiasana: | business-to-business brands training customers |
| Vapaa asiasana: | customer satisfaction brand identity training management |
| Kieli: | eng |
| Tiivistelmä: | In the study it is considered whether the affective components of brand association influence the key stakeholders of B2B brands. The importance of branding to firms involved only in B2B markets is demonstrated by testing three hypotheses: 1) the customer's affective brand associations (here as: a.b.a.) predict satisfaction with the company, 2) customer and employee a.b.a. correlate, and 3) the better the training employees believe they get, the stronger their a.b.a. and the higher the satisfaction with the firm. The results show that customer satisfaction is predicted by corporate brand personality and the customer view correlates with the employee view. The quality of training helps predict the employee view and their satisfaction. |
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