RT Journal Article
T1 Customer satisfaction and brand equity
A1 Torres Lacomba, Anna
A1 Tribo Gine, José Antonio
AB The study here examines the interaction between shareholder value and customer satisfaction, as well as theimpact on a firm's brand equity. Customer satisfaction may have a positive effect on brand equity, exceptwhen managers show excessive customer orientation, in which case the effect is negative because ofreductions in shareholder value. The empirical analysis uses incomplete panel data pertaining to 69 firmsfrom 11 nations during the period 2002–2005 and supports the theoretical contentions. This result warns ofthe perverse effect on brand equity of implementing policies focused exclusively on satisfying customers atthe expense of shareholders' interests.
PB Elsevier Sequoia
SN 0148-2963
YR 2011
FD 2011-10
LK https://hdl.handle.net/10016/14290
UL https://hdl.handle.net/10016/14290
LA eng
DS e-Archivo
RD 18 may. 2024