We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Relating Brand and Customer Perspectives on Marketing Management.
- Authors
Ambler, Tim; Bhattacharya, C. B.; Edell, Julie; Keller, Kevin Lane; Lemon, Katherine N.; Mittal, Vikas
- Abstract
What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm's brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing programs ? The objective of this article is to examine these two perspectives in depth so that researchers and managers can improve their understanding and use of customer and brand perspectives on marketing. The authors seek to determine the relationship between the two assets and perspectives in terms of similarities and differences. They examine the development of customer and brand perspectives and describe how each adds value to the firm and to the customer. Subsequently, they delineate possible approaches for measuring marketing assets. They discuss key issues researchers and practitioners should consider in managing marketing assets, particularly for multibrand companies. They conclude by suggesting future research directions.
- Subjects
PRODUCT management; MARKETING; CUSTOMER relations
- Publication
Journal of Service Research, 2002, Vol 5, Issue 1, p13
- ISSN
1094-6705
- Publication type
Article
- DOI
10.1177/1094670502005001003