Drive ROMI by Tying Brand Equity to Consumers
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.
Brotspies, Herbert and Nkwocha, Innocent, "Drive ROMI by Tying Brand Equity to Consumers" (2006). HCBE Faculty Articles. 665.