The evolution from brand equity to customer relationship equity to trust equity: the new challenge
by William J. Lundstrom
International Journal of Business Excellence (IJBEX), Vol. 2, No. 3/4, 2009

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.

Online publication date: Sat, 04-Apr-2009

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