Linking Brand Equity to Customer Equity

Leone, R P and Rao, V R and Keller, K L and Luo, A M and McAlister, L and Srivastava, R K (2006) Linking Brand Equity to Customer Equity. Journal of Service Research, 9 (2). pp. 125-138.

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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 became clear that whereas two distinct research streams have emerged and there are distinct differences, the concepts are also highly related. It also became clear that whereas the focus of both brand equity and customer equity research has been on the end consumer, there is a need for research to understand the intermediary’s perspective (e.g., the value of the brand to the retailer and the value of a customer to a retailer) and the consumer’s perspective (e.g., the value of the brand versus the value of the retailer). This article represents general conclusions from the authors’ discussion and suggests a modeling approach that could be used to investigate linkages between brand equity and customer equity as well as a modeling approach to determine the value of the manufacturer to a retailer.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
Srivastava, R K
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of Emory University.
Uncontrolled Keywords: brand equity, customer equity
Subjects: Marketing
Depositing User: Veeramani R
Date Deposited: 06 May 2019 14:52
Last Modified: 06 May 2019 14:52
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