Volume 14 Issue 2 2018


Ammar Ali Khan
MBAScholar, Institute of Business Studies, KUST.

Wisal Ahmad
Assistant Professor, Institute of Business Studies, KUST.

Faisal Aftab
Professor, Department of Management Science, BAHRIA University Islamabad.

Abstract This study examines the relationship among customer equity drivers and develops the customer value, equity model. Many companies are facing the problem of how to use customer equity and which of its drivers should be focused on first. By exploiting the relationship among customer equity drivers, a customer value equity model is developed and tested in the fast-food sector. Data was collected from three hundred consumers of national and multinational fast-food restaurants in Peshawar. The findings of the study revealed that there is a significant relationship among the customer equity drivers such that brand equity of a fast-food restaurant is significantly related to customer value equity as well as customer relationship equity. Similarly, customer relationship equity is significantly related to customer value equity. Hence, the study empirically validates the model of customer equity drivers which provides a sound base at least in its initial stage for marketing managers to develop and manage the value equity of their brand. The study findings present important theoretical and practical implications along with future research directions.
Keywords Customer Brand Equity, Customer Relationship Equity, Customer Value Equity
Year 2018
Volume 14
Issue 2
Type Short Report
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification D6, L14
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Type of Review Double Blind Peer Reviewed
Format PDF
Paper Link
Page 27-40
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