Antecedents to brand equity and Its influence on customer relationship performance: an empirical investigation in China

被引：0
|
作者：
Wang, YG [1 ]
Zhang, JC [1 ]
机构：
[1] Nankai Univ, Int Business Sch, Tianjin 300071, Peoples R China
来源：
SERVICE SYSTEMS AND SERVICE MANAGEMENT - PROCEEDINGS OF ICSSSM '04, VOLS 1 AND 2 | 2004年
关键词：
brand equity; relationship performance; customer satisfaction; service quality;
D O I：
暂无
中图分类号：
TP18 [人工智能理论];
学科分类号：
081104 ; 0812 ; 0835 ; 1405 ;
摘要：
In the customer-centred era, brand equity becomes one of the most important drivers of customer relationship that turns out to be a strategic weapon to attract and retain customers. This paper is designed to investigate how brand equity may influence customer relationship performance and how firms can strengthen effectively their brand equity conceptually and empirically.
引用
收藏
页码：64 / 68
页数：5
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