Donald Lehmann

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

Coauthor(s): Florian Stahl, Mark Heitmann, Scott Neslin.

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Abstract:
In this report, the authors quantify the strategic relationship between brand management (brand equity) and customer management (the components of CLV), and demonstrate the role that marketing activities play in this relationship. They examine a unique database from the U.S. automobile market, comprised of 10 years of survey-based brand equity measures as well as acquisition rates, retention rates, and customer profitability.

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