Bruhn, Manfred; Georgi, Dominik; Hadwich, Karsten - In: Journal of Business Research 61 (2008) 12, pp. 1292-1301
firm's perspective. Recent literature proposes various concepts of customer equity management but does not feature an …, the authors develop a formative measurement instrument for customer equity management as a second-order construct that … indicates how intensively firms orient their customer management toward customer value and equity. The study presents a complete …