期刊名称：Organizations and Markets in Emerging Economies
印刷版ISSN：2029-4581
出版年度：2012
卷号：3
期号：2
页码：45-55
DOI：10.15388/omee.2012.3.2.14267
出版社：Vilnius University
摘要：This study adds to the knowledge of budget allocation for customer acquisition and retention spending in an inertia segment. The results indicate that when retention spending surpassed the optimal budget allocation, increased spending did not grow the expected value of customer equity. Since the inertia segment is comprised of loyal customers, an examination of brand equity and its role in customer loyalty and its influence on customer equity are discussed.
关键词：customer equity; brand equity; theory of reasoned actions; retention spending
