EVALUATING COMPETITIVE ADVANTAGE AND PERFORMANCE-HOW DO MARKETING ASSETS AND FINANCIAL METRICS INTERRELATE?

摘要

The relationship between marketing assets and financial performance continues to be an important topic. Based on the inherent returns that the positional advantage of marketing assets can provide, the relation of marketing performance to financial outcomes is critical in the development of marketing theory and practice. In fact, marketing assets such as customer satisfaction brand equity, brand quality, channel equity, and network reputation have been linked to firm performance. Much of the extant literature examines the impact of a single marketing asset on finance-related metrics.