The impact of customer-based brand equity on customer equity: the case of the automobile industry

Although brand equity and customer equity are two of the most important topics to aca-demic researchers and practitioners (Leone et al. 2006), so far little is known about the relation-ship between these two concepts (e.g., Berger et al. 2006; Kumar, Lemon and Parasuraman 2006). A better understanding on how customer equity is affected by changes in customer mind-set is important, as it enables firms to influence key drivers of customer lifetime...