عنوان انگلیسی مقاله:

The impact of brand health on customer equity

ترجمه عنوان مقاله: تأثیر سلامت برند بر میزان حقوق مشتری

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This paper aims at studying the interactions between brand and customer assets over the long-term. Through the application of a new behavioural measure called the brand health index (BHI) we examine the impact of brand health on customer equity, and its mediating impact on the advertising-customer equity relationship. Three services industries, department stores, airlines, and banking, were studied from 2001 to 2012. The results show that brand health has a positive impact on customer equity, although the magnitude of the BHI impact varies across different industries. Moreover it was demonstrated that brand health mediates the impact of advertising on customer equity.

Keywords: Customer Equity, Advertising Spending, Brand Equity, Brand Health, Customer Lifetime Value

مقدمه مقاله

Customers and brands are firms’ primary intangible assets (Gupta and Lehmann, 2003). Firms spend their resources to acquire new customers and retain existing customers (Stahl, et al. 2012) in order to increase their current and future cash flows and ultimately firm value (Hanssens, Rust and Srivastava, 2009). A customer’s contribution to firm value is not limited to the profit from just one single transaction, but also to the total profit gained from a customer throughout its relationship with the brand (Ku-mar and George, 2007). Therefore to maximize firm value, it is critical that managers can in fluence customers’ decisions, and maximize customers’ acquisition and retention rates, which are the two main drivers of customer lifetime value.

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