The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin


Stahl, Florian ; Heitmann, Mark ; Lehmann, Donald R. ; Neslin, Scott A.



DOI: https://doi.org/10.1509/jm.10.0522
URL: http://journals.ama.org/doi/abs/10.1509/jm.10.0522...
Document Type: Article
Year of publication: 2012
The title of a journal, publication series: Journal of Marketing : JM
Volume: 76
Issue number: 4
Page range: 44-63
Place of publication: Chicago
Publishing house: Publ. Group of the American Marketing Assoc.
ISSN: 0022-2429
Publication language: English
Institution: Business School > ABWL, Quantitatives Marketing (Stahl 2013-)
Subject: 330 Economics

Dieser Datensatz wurde nicht während einer Tätigkeit an der Universität Mannheim veröffentlicht, dies ist eine Externe Publikation.




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Stahl, Florian ORCID: 0000-0002-2846-3424 ; Heitmann, Mark ; Lehmann, Donald R. ; Neslin, Scott A. (2012) The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin. Journal of Marketing : JM Chicago 76 4 44-63 [Article]


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