Working Paper

Reconciling the Customer Equity and the Brand Equity Perspectives on the Financial Value of Marketing

Bobby J. Calder

Northwestern University

Edward C. Malthouse

Northwestern University

Joe Omatoi

Northwestern University

Jan 11, 2023


Compares customer equity and brand equity to determine when each is most appropriately applied and how they might be combined into a more holistic measure of the financial value of marketing.

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