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Linking Brand Equity to Customer Equity [PDF]
Journal of Service Research, 2006 Customer equity and brand equity are two of the most important topics to academic researchers and practitioners. As part of the 2005 Thought Leaders Conference held at the University of Connecticut, the authors were asked to review what was known and not known about the relationship between brand equity and customer equity. During their discussions, it
Kevin Lane Keller +2 more
exaly +5 more sources
Customer satisfaction and brand equity [PDF]
Journal of Business Research, 2011 Abstract The study here examines the interaction between shareholder value and customer satisfaction, as well as the impact on a firm's brand equity. Customer satisfaction may have a positive effect on brand equity, except when managers show excessive customer orientation, in which case the effect is negative because of reductions in shareholder ...
Anna Torres, Josep A Tribó
exaly +4 more sources
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The Impact of Brand Equity on Customer Equity
2019 15th Iran International Industrial Engineering Conference (IIIEC), 2019Brand equity (BE) and customer equity (CE) are the key concepts in marketing research. Although, less attention has been paid to the link between BE and CE. This research presents a conceptual framework for studying the relationship among the BE key components (knowledge, relevance, esteem, differentiation) and the CE key components or customer ...
Zahra Qorbani +2 more
openaire +1 more source
Journal of Hospitality & Leisure Marketing, 2000
Abstract Frequent diner programs allow restaurants to gain valuable marketing insights while rewarding customer loyalty. A logical extension of point-of-sale technology, frequent diner software is a major key to effectively reducing marketing costs at the same time it builds relationship marketing.
Michael L. Kasavana, Bonnie J. Knutson
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Abstract Frequent diner programs allow restaurants to gain valuable marketing insights while rewarding customer loyalty. A logical extension of point-of-sale technology, frequent diner software is a major key to effectively reducing marketing costs at the same time it builds relationship marketing.
Michael L. Kasavana, Bonnie J. Knutson
openaire +1 more source
CUSTOMER EQUITY IN A NETWORK DRIVEN CONTEXT - CONTRIBUTIONS FOR EVALUATING CUSTOMER EQUITY [PDF]
Interdisciplinary Management Research, 2014 Customer Equity Management (CEM) is not only a method to analyze future customers’ behavior but also a segmentation tool for identifying customers that deliver a great value to a company and those that should be eliminated from a company’s customer portfolio.
Markus Moritz1, Sonja Keppler
openaire
Combining Customer Metrics - The Customer Value-Customer Equity-Framework
SSRN Electronic Journal, 2007The annual web sales loss due to inadequate Web site design is amounted to several billion dollars. Consequently, investigating Web site visitors' needs and targeting the most attractive segments are two fundamental tasks for relationship marketing. This paper integrates the established concepts of benefit segmentation and customer valuation.
Tobias Donnevert, Maik Hammerschmidt
openaire +3 more sources
Customer‐based brand equity, equity drivers, and customer loyalty in the supermarket industry
Journal of Product & Brand Management, 2011PurposeThe purpose of this paper is to measure consumer‐based brand equity in the supermarket industry and to identify the strategy drivers associated with levels of brand equity for consumers' typically patronized supermarkets.Design/methodology/approachA nine state survey of consumers was conducted to provide brand equity ratings of 22 national ...
Arthur W. Allaway +3 more
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Moscow University Economics Bulletin, 2014
The article outlines the results of the research on application of customer equity evaluation methods. In the study customer equity of Russian B2B-company was evaluated on the basis of the following metrics: customer lifetime value (CLV), past customer value (PCV), integrated index of customer equity (RFM). The evaluation is complemented with practical
openaire +1 more source
The article outlines the results of the research on application of customer equity evaluation methods. In the study customer equity of Russian B2B-company was evaluated on the basis of the following metrics: customer lifetime value (CLV), past customer value (PCV), integrated index of customer equity (RFM). The evaluation is complemented with practical
openaire +1 more source
Manage Marketing by the Customer Equity Test
2010Managers have recently begun to think of good marketing as good conversation, as a process of drawing customers into progressively more satisfying relationships with a company. And just as the art of conversation follows two steps--first striking up a conversation with a likely partner and then maintaining the flow--so the new marketing naturally ...
R C, Blattberg, J, Deighton
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