Marketing assets: relating brand equity and customer equity

Article Catalan; Valencian OPEN
Romero, Jaime; Yagüe, María J.; (2016)
  • Publisher: Intangible Capital
  • Journal: Intangible Capital (issn: 1697-9818)
  • Related identifiers: doi: 10.3926/ic.727
  • Subject: A | Branding (Marketing) | Customer equity | Fidelitat a una marca | :Economia i organització d'empreses::Màrqueting [Àrees temàtiques de la UPC] | Brand equity | Construcció de marca (Màrqueting) | Customer loyalty | Brand equity, customer equity | General Works

Purpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketing activities build these intangible assets simultaneously. In contrast, others suggest that brand equity is an antecedent of customer equity. In this research, we aim to... View more
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