The evolution from brand equity to customer relationship equity to trust equity: the new challenge

William J. Lundstrom

International Journal of Business Excellence, 2009, vol. 2, issue 3/4, 257-268

Abstract: Brand equity and Customer Relationship Management (CRM) have both received considerable attention during the last decade, but have either played down or ignored the importance of trust in building a relationship. This article attempts to examine these concepts and integrate them into a new model of Customer Relationship Equity (CRE). The model is presented following a short, chronological discussion of previously presented customer relationship models and includes trust as a precursor and antecedent of the equity relationship.

Keywords: brand equity; customer relations; customer relationship management; CRM; customer relationship equity; CRE; trust. (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:2:y:2009:i:3/4:p:257-268

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