Estimating cellphone providers' customer equity

Journal of Business Research

Volumn 62, Issue 9, 2009, Pages 891-898

  Yamamoto Sublaban, Cleusa Satico ^a   Aranha, Francisco ^b  

^a METHODIST UNIVERSITY OF PIRACICABA   (Brazil)

^b FUNDAÇÃO GETÚLIO VARGAS   (Brazil)

Author keywords

Brand equity; Cellphone market; Customer equity; Customer lifetime value; Investment on marketing; Relationship equity

Indexed keywords

EID: 67349183262     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2008.10.006     Document Type: Article

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