Working Papers

The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin

Florian Stahl, Mark Heitmann, Donald R. Lehmann, and Scott A. Neslin

Jan 1, 2010

Quantifies the strategic relationship between brand equity and the components of customer lifetime value, and demonstrates the role that marketing plays in this relationship. Uses a 10-year database from the U.S. automobile market that includes measures of brand equity as well as customer acquisition, retention, and profit contribution.

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