Linking Brand Equity to Customer Equity

• Main Authors: Leone, Robert P., Rao, Vithala R., Keller, Kevin Lane, Luo, Anita Man, McAlister, Leigh, SRIVASTAVA, Rajendra Kumar
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2006
• Subjects: brand equity; customer equity; brand value; Business and Corporate Communications; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/3526; https://ink.library.smu.edu.sg/context/lkcsb_research/article/4519/viewcontent/auto_convert.pdf
• Institution: Singapore Management University

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 eq...