Publication: Customer satisfaction and brand equity
Loading...
Identifiers
Publication date
2011-10
Defense date
Advisors
Tutors
Journal Title
Journal ISSN
Volume Title
Publisher
Elsevier Sequoia
Impact
Export
Abstract
The study here examines the interaction between shareholder value and customer satisfaction, as well as the
impact on a firm's brand equity. Customer satisfaction may have a positive effect on brand equity, except
when managers show excessive customer orientation, in which case the effect is negative because of
reductions in shareholder value. The empirical analysis uses incomplete panel data pertaining to 69 firms
from 11 nations during the period 2002–2005 and supports the theoretical contentions. This result warns of
the perverse effect on brand equity of implementing policies focused exclusively on satisfying customers at
the expense of shareholders' interests.
Description
Keywords
Corporate social responsibility, Brand equity, Shareholders' commitment, Customer loyalty
Bibliographic citation
Journal of business research, v. 64, n. 10, oct. 2011, pp. 1089-1096