Publication: Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin
Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin
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Stahl, F., Heitmann, M., Lehmann, D. R., & Neslin, S. A. (2012). Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin. Journal of Marketing, 76(4), 44–63. https://doi.org/10.1509/jm.10.0522
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This paper examines the relationship between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV). We examine a unique database from the U.S. automobile market that combines 10 years of acquisition rate, retention rate, and customer profitability data with measures of brand equity from Young & Rubicam’s Brand Asset Valuator (BAV) over the same time period. We hypothesize and find that BAV brand equity is significantly associated with the components of CLV in expected
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- Stahl, Florian
- Heitmann, Mark
- Lehmann, Donald R
- Neslin, Scott A
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Citations
Stahl, F., Heitmann, M., Lehmann, D. R., & Neslin, S. A. (2012). Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin. Journal of Marketing, 76(4), 44–63. https://doi.org/10.1509/jm.10.0522