An integrated model for customer equity estimation based on brand equity

Brand equity (BE) and customer equity (CE) are the two crucial and closely linked concepts in marketing research.

Introduction

In recent years, customer equity (CE) has emerged in the marketing area as a key metric of Customer Relationship Management (CRM) performance. Some studies (Berger et al., 2006; Gupta et al., 2004; Rust, Lemon, & Zeithaml, 2004; Srivastava et al.