Goods and services related brand image and B2B customer loyalty: effects of construal level

Volume: 36, Issue: 1, Pages: 17 - 30
Published: Jun 24, 2020
Abstract
Purpose Though extant literature has identified goods-based brand image (GBBI) and services-based brand image (SBBI) as drivers of business-to-business (B2B) loyalty, their relative importance has remained unexplored. This study aims to bridge this gap. Design/methodology/approach The authors have used a retrospective sampling-based methodology to collect data from B2B customers via an offline survey with a sample size of 125 purchase managers....
Paper Details
Title
Goods and services related brand image and B2B customer loyalty: effects of construal level
Published Date
Jun 24, 2020
Volume
36
Issue
1
Pages
17 - 30
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