Relating brand equity and customer equity: An exploratory study

Brand equity and customer equity, respectively, constitute the value provided by brand and customer portfolios to companies.

Relating brand equity and customer equity: An exploratory study

Jaime Romero and Maria Jesus Yagüe

Universidad Autonoma de Madrid

Introduction

Brands and customers are both marketing assets that help companies to obtain profits. Marketing academics have studied how to manage (i.e. create and develop) and measure the value – brand equity (BE) and customer equity (CE) – that these assets provide to companies. In general, research efforts around BE and CE have constituted two separate streams. On the one hand, BE started to receive attention from academics during the early 1990s, focused on its conceptualisation,...

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