2
عمومی::
ارزش ویژه برند، ارزش ویژه برند
Finally, as the outcome of the marketing actions and strategies, we examine the overall impact of digital technologies in value creation - creating value for customers (through value equity, brand equity, relation- ship equity and customer satisfaction), creating customer equity (through strategies for acquisition, retention and higher margin),
We focus on research that models this relationship across various dimensions of outcomes - value equity, brand equity and relationship equity (Rust et al.
Outcomes of firms' actions as a function of the environment that they operate in can be classified into value for customers encompassing the dimensions of value equity (the objective value they derive), brand equity, and relationship equity (Rust, Lemon, and Narayandas, 2004) and customer satisfaction, customer value and its elements, and firm value and its elements (Fig. 1).
Nam and Kannan (2014) used social tagging data and developed tag-based metrics that worked as proxy measures for customer-based brand equity and explained abnormal returns.
As new digital devices and technologies evolve, future research needs to focus on how firms can use these developments to create sustainable competitive advantage, gain market share, and increase customer equity and brand equity.،Finally, as the outcome of the marketing actions and strategies, we examine the overall impact of digital technologies in value creation - creating value for customers (through value equity, brand equity, relation- ship equity and customer satisfaction), creating customer equity (through strategies for acquisition, retention and higher margin),
We focus on research that models this relationship across various dimensions of outcomes - value equity, brand equity and relationship equity (Rust et al.
Outcomes of firms' actions as a function of the environment that they operate in can be classified into value for customers encompassing the dimensions of value equity (the objective value they derive), brand equity, and relationship equity (Rust, Lemon, and Narayandas, 2004) and customer satisfaction, customer value and its elements, and firm value and its elements (Fig. 1).
Nam and Kannan (2014) used social tagging data and developed tag-based metrics that worked as proxy measures for customer-based brand equity and explained abnormal returns.
As new digital devices and technologies evolve, future research needs to focus on how firms can use these developments to create sustainable competitive advantage, gain market share, and increase customer equity and brand equity.
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