The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin
نویسندگان
چکیده
منابع مشابه
The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin
This paper presents an empirical examination of the relationship between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV), as well as the role of marketing in this relationship. We examine a unique database from the U.S. automobile market, comprised of 10 years of survey-based brand equity measures as well as acquisition ra...
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ژورنال
عنوان ژورنال: Journal of Marketing
سال: 2012
ISSN: 0022-2429,1547-7185
DOI: 10.1509/jm.10.0522