The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of marketing on firm value. The authors firs...

Business executives can answer such questions by focusing on customer equity—the total of the discounted lifetime values of all the firm’s customers. A strategy based on customer equity allows firms to trade off between customer value, brand equity, and customer relationship management. We have developed a new strategic framework, the Customer Equity Diagnostic, that reveals the key drivers inc...

brand has been considered as one of the most important intangible assets of organizations. development of relationship between customer and brand has transformed to one of the most important strategies of the organizations which raise effective results for them. this research intends to examine role and effect of social websites on development of customer relationship and brand in firms listed ...

As more people access to social network services (SNS), especially by using mobile devices, more organizations become to use SNS as a channel for their marketing and promotion. It is known that the growth potential of the mobile advertising market is significant. While brand engagement is a key motive for mobile advertising, there is a lack of understanding about how SNS users become to engage ...

Recently, we witness a shift from product-centric to customer-centric brand community. The customer-centric approach allows value co-creation in brand community by involving customers in various activities that bring a product to the market. It is thus interesting and necessary to examine customers' motivations in helping brand and community grow and succeed. Based on the person-environment fit...