Impact of brand equity on customer acquisition, retention and profit margin

By:

STAHL, FLORIAN

Contributor(s):

HEITMANN, MARK

Material type:

Mixed materialsPublication details: 2012Description: 44-63Subject(s):

NLM classification:

658.827

In: JOURNAL OF MARKETINGMSummary: The author investigate the relationships between brand equity and customer acquisition, retention and profit margin, the key components of customer lifeline value(CLV). They examine a unique database from the US autimobile market that combines tenyears of acqusition rate, retention rate and customer profitability data with measures of brand equity from brand asset valuator over the same period.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		76/4	Available		P14466

The author investigate the relationships between brand equity and customer acquisition, retention and profit margin, the key components of customer lifeline value(CLV). They examine a unique database from the US autimobile market that combines tenyears of acqusition rate, retention rate and customer profitability data with measures of brand equity from brand asset valuator over the same period.

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