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ArticleThe impact of brand health on customer equity

Abas Mirzaei2016

Article2016

The impact of brand health on customer equity

Abas Mirzaei · Chris Baumann · Lester W. Johnson · David Michael Gray

7 citations·0/0 files stored·Journal of Retailing and Consumer Services

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Marketing and Advertising Strategies Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1982Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1991Managing Brand Equity 2001Developing and validating a multidimensional consumer-based brand equity scale 1992Managing Brand Equity: Capitalizing on the Value of a Brand Name 2006Brands and Branding: Research Findings and Future Priorities 2003Return on Marketing: Using Customer Equity to Focus Marketing Strategy

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2024Quantifying the short- and long-term effects of promotional incentives in a loyalty program: Evidence from birthday rewards in a large retail company

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2015A behavioural long-term based measure to monitor the health of a brandarticle · 30 shared references 2015Brand equity estimation modelarticle · 21 shared references 2012The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Marginarticle · 17 shared references 2011Developing a new model for tracking brand equity as a measure of marketing effectivenessarticle · 16 shared references 2016Marketing assets: Relating brand equity and customer equityarticle · 15 shared references 2020An integrated model for customer equity estimation based on brand equityarticle · 13 shared references

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Year2016

Typearticle

Published2016-08-05

VenueJournal of Retailing and Consumer Services

ISSN-L0969-6989

Languageen

Citations7

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1016/j.jretconser.2016.07.001

openalex_workW2486723115

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