Examining the customer equity framework from a consumer perspective

• Main Authors: ACHARYA, Abhijith Geethakrishna, Raymond, Mary Anne, Hopkins, Christopher D., Fine, Amanda C.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2009
• Subjects: customer equity; brand equity; value equity; customer equity framework; Business and Corporate Communications; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/4601; https://doi.org/10.1057/bm.2009.21
• Institution: Singapore Management University

The customer equity framework proposed by Rust, Zeithaml and Lemon provides the theoretical basis for this study. Previous research has focused on customer equity from a business perspective. The current study explores customer equity from a consumer's perspective, examining the relative impact...