HCBE Faculty Articles

Drive ROMI by Tying Brand Equity to Consumers

Document Type

Article

Publication Title

Marketing News

ISSN

0025-3790

Publication Date

11-2006

Abstract/Excerpt

The article discusses the importance of brand equity when trying to measure the return on marketing investment (ROMI). According to the article, the changes in brand equity drives customer behaviors, because the brand equity change is the result of investments in the marketing mix. The article asserts that marketers need a new model of ROMI, that puts together financial performance with customer purchasing behaviors influenced by changes in brand equity.

Volume

40

Issue

19

First Page

19

Last Page

20

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