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Customer satisfaction and brand equity

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dc.affiliation.dptoUC3M. Departamento de Economía de la Empresaes
dc.contributor.authorTorres Lacomba, Anna
dc.contributor.authorTribo Gine, José Antonio
dc.date.accessioned2012-05-16T12:53:43Z
dc.date.available2012-05-16T12:53:43Z
dc.date.issued2011-10
dc.description.abstractThe 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.
dc.description.statusPublicado
dc.format.mimetypeapplication/pdf
dc.identifier.bibliographicCitationJournal of business research, v. 64, n. 10, oct. 2011, pp. 1089-1096
dc.identifier.doi10.1016/j.jbusres.2010.12.001
dc.identifier.issn0148-2963
dc.identifier.publicationfirstpage1089
dc.identifier.publicationissue10
dc.identifier.publicationtitleJournal of business research
dc.identifier.publicationvolume64
dc.identifier.urihttps://hdl.handle.net/10016/14290
dc.language.isoeng
dc.publisherElsevier Sequoia
dc.relation.publisherversionhttp://dx.doi.org/10.1016/j.jbusres.2010.12.001
dc.rights.accessRightsopen access
dc.subject.ecienciaEmpresa
dc.subject.otherCorporate social responsibility
dc.subject.otherBrand equity
dc.subject.otherShareholders' commitment
dc.subject.otherCustomer loyalty
dc.titleCustomer satisfaction and brand equity
dc.typeresearch article*
dc.type.hasVersionAM*
dspace.entity.typePublication
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