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

Authors: William J. Lundstrom

Addresses: Cleveland State University, Nance College of Business Administration, Cleveland, OH 44115, USA

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.

DOI: 10.1504/IJBEX.2009.024446

International Journal of Business Excellence, 2009 Vol.2 No.3/4, pp.257 - 268

Available online: 04 Apr 2009 *

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