The impact of brand equity on customer acquisition, retention, and profit margin
Florian Stahl, Mark Heitmann, Donald R. Lehmann, and Scott A. Neslin
| Year of publication: |
2010
|
|---|---|
| Authors: | Stahl, Florian ; Heitmann, Mark ; Lehmann, Donald R. ; Neslin, Scott A. |
| Published in: |
MSI reports : working paper series. - Cambridge, Mass., ISSN 1545-505X, ZDB-ID 2127174-4. - 2010, 4, p. 41-90
|
| Subject: | Markenführung | Brand management | Markenimage | Brand image | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Empirische Methode | Empirical method | Kfz-Industrie | Automotive industry | USA | United States | 1999-2008 |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009007361