B2B brand equity : investigating the effects of human capital and relational trust
Purpose: The purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity. Design/methodology/approach: Data collection was conducted among the clients of one of the Big Four auditing firms in Sweden. Structural equation modeling was used to test the hypothesized effects. Findings: The results demonstrate positive effects of h
