Keywords: Customer equity drivers
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Journal Articles

Relative importance of competing marketing strategies on different customer metrics: a meta-analytic review of customer equity drivers

Valter Afonso Vieira, Diego Nogueira Rafael, Yi-Chun Ou
Journal: European Journal of Marketing
European Journal of Marketing (2024) 58 (11): 2445–2472.
https://doi.org/10.1108/EJM-08-2022-0601
Published: 14 October 2024
...Valter Afonso Vieira; Diego Nogueira Rafael; Yi-Chun Ou Purpose This meta-analytic study aims to generalize the impacts of three customer equity drivers (CEDs), including value equity (VE), brand equity (BE) and relationship equity (RE), on different customer metrics (e.g. loyalty, word of mouth...
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Includes: Supplementary data
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