2012
DOI: 10.1016/j.jbusres.2011.10.034
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Customer equity and market value: Two methods, same results?

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Cited by 14 publications
(4 citation statements)
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“…Attitudes are general evaluations based on beliefs or affective reactions (Brakus et al, 2009). In the context of branding, attitudes are characterised by psychological tendencies to evaluate objects in terms of preferences (Silveira et al, 2011). Brand attitude consists of a consumer's overall brand evaluation (Bruhn et al, 2012).…”
Section: Brand Attitudementioning
confidence: 99%
“…Attitudes are general evaluations based on beliefs or affective reactions (Brakus et al, 2009). In the context of branding, attitudes are characterised by psychological tendencies to evaluate objects in terms of preferences (Silveira et al, 2011). Brand attitude consists of a consumer's overall brand evaluation (Bruhn et al, 2012).…”
Section: Brand Attitudementioning
confidence: 99%
“…Extant research proposes several methods for estimating CE , which, while analytically elegant, are generally complex and call for numerous inputs. This, in turn, has constrained the empirical examination of CE to very small samples, often individual companies, in very specific settings (e.g., Fader, Hardie, and Lee ; Gupta, Lehmann, and Stuart ; Kumar and Shah ; Lewis ; Reinartz and Kumar ; Rust, Lemon, and Zeithaml ; Silveira, de Oliveira, and Luce ; Venkatesan and Kumar ; Schulze, Skiera, and Wiesel ).…”
Section: The Valuation Of Customer Equitymentioning
confidence: 99%
“…Recent empirical work documents that, in practice, current customer equity is a sufficiently close approximation of total customer equity (Silveira et al. ).…”
mentioning
confidence: 99%
“…Various researchers, among them Kumar and Shah (2009) and Silveira, de Oliveira, and Luce (2012), show a link between CE and firms' market capitalization, with Wiesel, Skiera, and Villanueva (2008) thus proposing that customer equity should be included in firms' financial reporting. Bruhn, Georgi, and Hadwick (2008), on the other hand, conceptualize CEM as a secondorder construct consisting of activities related to CE analysis, CE strategy formation, and CE activity management.…”
Section: Introductionmentioning
confidence: 99%