The Brand-Customer Connection

Keiningham, Timothy L.; Aksoy, Lerzan; Perkins-Munn, Tiffany; Vavra, Terry G.
July 2005
Marketing Management;Jul/Aug2005, Vol. 14 Issue 4, p33
This article analyzes the benefits of consolidating brand and customer-eccentric measures to marketing efficacy. Brand-centric marketing can be thought of as manipulating the elements of the marketing mix to improve brand equity. In contrast, customer-centric marketing largely focuses on efforts to improve customers' perceptions of their experiences relating to an organization's products or services or the organization itself. Researchers have found that by consolidating brand and customer-eccentric measures, firms were able to achieve customer satisfaction with their purchase and they have developed an attitudinal loyalty to the firm's products and brands.


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