The impact of brand health on customer equity

被引：4

作者：

Mirzaei, Abas ^{[1
]}

Baumann, Chris ^{[1
,3
]}

Johnson, Lester W. ^{[2
]}

Gray, David ^{[1
]}

机构：

[1] Macquarie Univ, Sydney, NSW, Australia

[2] Swinburne Univ, Melbourne, Australia

[3] Seoul Natl Univ, Seoul 151, South Korea

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2016年 / 33卷

关键词：

Customer Equity; Advertising Spending; Brand Equity; Brand Health; Customer Lifetime Value; EMPIRICAL GENERALIZATIONS; MARKETING-STRATEGY; SHAREHOLDER VALUE; SATISFACTION; MANAGEMENT; FRAMEWORK;

D O I：

10.1016/j.jretconser.2016.07.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2016 Elsevier Ltd. All rights reserved.

引用

页码：8 / 16

页数：9

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