Publication Type

Journal Article

Version

Postprint

Publication Date

11-2006

Abstract

Customer equity and brand equity are two of the most important topics to academic researchers and practitioners. As part of the 2005 Thought Leaders Conference held at the University of Connecticut, the authors were asked to review what was known and not known about the relationship between brand equity and customer equity. During their discussions, it became clear that whereas two distinct research streams have emerged and there are distinct differences, the concepts are also highly related. It also became clear that whereas the focus of both brand equity and customer equity research has been on the end consumer, there is a need for research to understand the intermediary’s perspective (e.g., the value of the brand to the retailer and the value of a customer to a retailer) and the consumer’s perspective (e.g., the value of the brand versus the value of the retailer). This article represents general conclusions from the authors’ discussion and suggests a modeling approach that could be used to investigate linkages between brand equity and customer equity as well as a modeling approach to determine the value of the manufacturer to a retailer.

Keywords

brand equity, customer equity, brand value

Discipline

Business and Corporate Communications | Marketing

Research Areas

Marketing

Publication

Journal of Service Research

Volume

9

Issue

2

First Page

125-138

ISSN

1094-6705

Identifier

10.1177/1094670506293563

Publisher

SAGE

Embargo Period

7-18-2013

Additional URL

http://dx.doi.org/10.1177/1094670506293563

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