Customer equity and market value: Two methods, same results?

Silveira, Cleo Schmitt; Oliveira, Marta Olivia Rovedder de; Luce, Fernando Bins

doi:10.1016/j.jbusres.2011.10.034

Cited by 13 publications

(4 citation statements)

References 24 publications

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“…Attitudes are general evaluations based on beliefs or affective reactions (Brakus et al, 2009). In the context of branding, attitudes are characterised by psychological tendencies to evaluate objects in terms of preferences (Silveira et al, 2011). Brand attitude consists of a consumer's overall brand evaluation (Bruhn et al, 2012).…”

Section: Brand Attitudementioning

confidence: 99%

How digital influencer content and characteristics influence Generation Y persuasiveness and purchase intention

Rodrigues,

Carvalho,

Oliveira

et al. 2024

TMS

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This paper aims to understand the effect of content and digital influencer characteristics on their persuasiveness ability and Generation Y's resulting brand attitudes and purchase intentions (Millennials). Based on a sample of 201 individuals and quantitative analysis, data was analysed using Smart PLS. The results show that the quality of the content is the characteristic with the highest impact on the influencer's persuasive power. In terms of influencer characteristics, trust is a critical determinant. The influencer's persuasiveness is essential for developing a positive attitude towards the brand and purchase intention. Our findings update previous studies, focusing on Generation Y and including trust as a variable while simultaneously revealing a fundamental determinant of influence power. For brands, this study confirms the importance of having digital influencers in their strategies. For influencers, it suggests that when targeting Generation Y, they should invest in the quality of their publications and increase trust, as this is strongly linked to their persuasiveness and, consequently, to the purchase intention of their followers

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Section: Brand Attitudementioning

confidence: 99%

How digital influencer content and characteristics influence Generation Y persuasiveness and purchase intention

Rodrigues,

Carvalho,

Oliveira

et al. 2024

TMS

View full text Add to dashboard Cite

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“…Extant research proposes several methods for estimating CE , which, while analytically elegant, are generally complex and call for numerous inputs. This, in turn, has constrained the empirical examination of CE to very small samples, often individual companies, in very specific settings (e.g., Fader, Hardie, and Lee ; Gupta, Lehmann, and Stuart ; Kumar and Shah ; Lewis ; Reinartz and Kumar ; Rust, Lemon, and Zeithaml ; Silveira, de Oliveira, and Luce ; Venkatesan and Kumar ; Schulze, Skiera, and Wiesel ).…”

Section: The Valuation Of Customer Equitymentioning

confidence: 99%

“…Recent empirical work documents that, in practice, current customer equity is a sufficiently close approximation of total customer equity (Silveira et al. ).…”

mentioning

confidence: 99%

Customer Franchise—A Hidden, Yet Crucial, Asset

Bonacchi

Kolev

Lev

2014

Contemporary Accting Res

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We introduce a measure of customer franchise value for subscription‐based companies—a fast growing and vital sector of the economy. This measure is based on information voluntarily disclosed by some, but not all, firms. Controlling for self‐selection, we examine the measure's information content and find that customer value is significantly positively associated with stock price and this association is incremental to both GAAP and a set of non‐GAAP variables typically considered in valuation tests. Furthermore, we show that the customer value measure is positively associated with future earnings and analysts' forecast errors. Importantly, we find that the documented results are robust to controlling for the individual inputs used to derive the measure, highlighting the need to consider the interaction between stand‐alone value drivers in assessing a firm's performance. These findings indicate that the proposed measure of customer value is an important valuation tool that quantifies and summarizes the main trends and factors underlying the performance of subscription‐based enterprises. This study informs researchers and investors, as well as accounting policymakers, about a major value‐generating asset currently missing from corporate financial reports.

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“…Various researchers, among them Kumar and Shah (2009) and Silveira, de Oliveira, and Luce (2012), show a link between CE and firms' market capitalization, with Wiesel, Skiera, and Villanueva (2008) thus proposing that customer equity should be included in firms' financial reporting. Bruhn, Georgi, and Hadwick (2008), on the other hand, conceptualize CEM as a secondorder construct consisting of activities related to CE analysis, CE strategy formation, and CE activity management.…”

Section: Introductionmentioning

confidence: 99%