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...

Value from the perspective of the customer is fundamental to firm success (Holbrook, 2005; Sweeney and Soutar, 2001; Ulaga and Eggert, 2006). Given that customers are individuals, and differ in terms of how they see themselves and what they value; individual customers willingly or unwillingly participate in the cocreation of brand value (Kates, 2004), and whilst there is general agreement about...

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain. My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the retail level measure of b...

Customer lifetime value is one of the most important concepts in marketing on which lots of scholarly writings have been done to analyze this concept. In this study, we have used this concept to study fairness cream market of Bangladesh. Through this study we have tried to find out the factors that increase customer lifetime value in fairness cream market. To conduct the study, we have used sim...

studying about the customer segmentation and begetting customer ranking plan diverts more attention in recent years. in this regard, this study tries on providing a methodology for segmenting customers based on their value driver parameters which extracted from transaction data and then ranks customers with regard to their customer lifetime value (clv) score. discovering hidden pattern between ...

The study investigates the impact of brand equity on brand loyalty with the mediation of customer satisfaction in restaurant sector of Lahore, Pakistan. The study uses seven dimensions of brand equity, which include physical quality, staff behavior, ideal selfcongruence, brand identification, life style-congruence, trust and environment. Questionnaire has been used to collect the data from the ...