INTEREST CATEGORY: RELATIONSHIP MARKETING
POSTING TYPE: Dialog

Author: Valter Afonso Vieira

Valter Afonso Vieira Associate Dean of School of Management, State University of Maringá looks for unpublished papers on Customer Equity Drivers (CEDs). The three predictors are “value equity,” “brand equity,” “relationship equity,” “customer equity drivers,” and their abbreviations (“VE,” “BE,” “RE,” and “CEDs”). They are based on Rust et al 2004 and Ou et al 2017.

References

Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127.

Ou, Y. C., Verhoef, P. C., & Wiesel, T. (2017). The effects of customer equity drivers on loyalty across services industries and firms. Journal of the Academy of Marketing Science, 45(3), 336-356.

Kindly send your relevant studies to vavieira@uem.br