lack of appropriate strategies to enhance brand equity of internet companies needs particular attention in iran. the aim of this research is to study factors influencing on the brand equity of internet companies. the study is descriptive-survey type. at first, different factors influencing on brand equity were defined. then the hypothesis was examined via regression analysis (partial least squa...

Customer equity, which is one of the key factors in modern marketing, has been recognized as an influential factor customer loyalty and their behavioral intention. To better understand manage customers' or users' intentions, it necessary to find out effect equity on them. includes three main drivers value brand relationship equity. The present research also seeks investigate continuance use int...

A Joint Model of Usage and Churn in Contractual Settings As firms become more customer centric, concepts such as customer equity come to the fore. Any serious attempt to quantify customer equity requires modeling techniques that can provide accurate multi-period forecasts of customer behavior. While a number of researchers have explored the problem of modeling customer churn in contractual sett...

brand equity has been recognized as a key indicator for determining health of brand and it’s continuous scrutiny is an important stage in impressive brand management. one of aspects in evaluating brand equity is customer based brand equity that is customer mental evaluation for brand. perceived quality, brand loyalty and awareness with association of brand constitutes its main dimensions. this ...

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relatio...

This paper uses a novel empirical setting to explore the association between a firm’s operational risk, managerial monitoring costs, and the level of CEO equity incentives. We investigate a sample of supplier firms that rely on a few large customers for the bulk of their revenues. We predict that supplier firms with higher customer concentration face both higher exogenous idiosyncratic risk and...

Business response to customers’ need for service (before, during, and after purchase) is mixed –from investing significantly to not investing at all or even to de-investing – indicating an ambiguity regarding customer service’s impact on performance. In this paper we test the impact of god and bad customer service on key business variables such as customer satisfaction, perceived relative attra...