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The Impact of Customer-Based Brand Equity on Customer Acquisition and Customer Retention


Stahl, F; Heitmann, M; Lehmann, D R (2010). The Impact of Customer-Based Brand Equity on Customer Acquisition and Customer Retention. In: 39th EMAC Conference, Copenhagen, 1 June 2010 - 4 June 2010.

Abstract

The topic of marketing accountability is of great interest to marketing researchers and professionals. In this paper, we model the impact of customer-based brand equity on customer acquisition and customer retention which can be used as the basis for calculating customer equity. Using actual purchase data of 39 automobile brands sold in the US between 1999 and 2008 we derive customer acquisition and customer retention from first-order Markov brand-switching matrices. Brand equity is defined by customer mind-set measures for all 39 brands using annual survey data provided by Young & Rubicam which contains responses
from over 6,000 panel members. We consider competition by applying a market share attraction model and differentiating different degrees of loyalty. Our results indicate that customer-based brand equity is a predictor of both customer acquisition and customer retention. Furthermore, we can show that brand specific effects on acquisitions and retention can be explained by customer mind set metrics.

The topic of marketing accountability is of great interest to marketing researchers and professionals. In this paper, we model the impact of customer-based brand equity on customer acquisition and customer retention which can be used as the basis for calculating customer equity. Using actual purchase data of 39 automobile brands sold in the US between 1999 and 2008 we derive customer acquisition and customer retention from first-order Markov brand-switching matrices. Brand equity is defined by customer mind-set measures for all 39 brands using annual survey data provided by Young & Rubicam which contains responses
from over 6,000 panel members. We consider competition by applying a market share attraction model and differentiating different degrees of loyalty. Our results indicate that customer-based brand equity is a predictor of both customer acquisition and customer retention. Furthermore, we can show that brand specific effects on acquisitions and retention can be explained by customer mind set metrics.

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Additional indexing

Item Type:Conference or Workshop Item (Paper), refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Uncontrolled Keywords:Brand Equity, Customer Equity, Customer Acquisition, Customer Retention
Language:English
Event End Date:4 June 2010
Deposited On:05 Jan 2011 17:27
Last Modified:05 Apr 2016 14:32
Free access at:Official URL. An embargo period may apply.
Official URL:http://www.emac2010.org
Related URLs: (Organisation)
Permanent URL: https://doi.org/10.5167/uzh-41305

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