Brand equity (BE) and customer equity (CE) are the key concepts in marketing research. However, little attention has been paid to the link between BE and CE. The authors of this paper provide a conceptual framework for studying the relationship...

Purpose – Acquiring and retaining profitable customers are major concerns of a business. In this

paper, the customers of the Restoration and Beauty Clinic of Iran University are segmented using three

value types: current value...

Customer Lifetime Value (CLV) is the core concept of relationship marketing and is increasingly addressed in scholarly and business articles. However, there is a big gap in the literature to make CLV thoroughly applicable in business. This paper...