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,...