This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Brodie, R. J. Articles by van Durme, J. Search for Related Content Social Bookmarking                   What's this?

Towards a Theory of Marketplace Equity

Integrating Branding and Relationship Thinking with Financial Thinking

University of Auckland, New Zealandr.brodie{at}auckland.ac.nz

Mark S. Glynn

Auckland University of Technology, New Zealandmark.glynn{at}aut.ac.nz

Joel van Durme

University of Auckland, New Zealandj.vandurme{at}auckland.ac.nz

In the last two decades the term ‘equity’ has been used in marketing to describe the asset value of brands, customers, channels, and other marketing relationships. We examine the alternative uses of the term and how they relate together. We also explore issues involved in developing a more general theory of marketplaceequity that integrates branding and relationship thinking with financial thinking. What would be the basis for such a theory? How do existing concepts about brands and relationships relate to a more general theory of marketplace equity and value?

Key Words: brand value • customer value • equity • governance • intangible assets • market-based assets • networks • relationships • theory development

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?

This article has been cited by other articles:

				R. J. Brodie, M. S. Glynn, and V. Little The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory? Marketing Theory, September 1, 2006; 6(3): 363 - 379. [Abstract] [PDF]

				J. Van Durme, R. J. Brodie, and D. Redmore Brand Equity in Cooperative Business Relationships: Exploring the Development of a Conceptual Model Marketing Theory, March 1, 2003; 3(1): 37 - 57. [Abstract] [PDF]

				J. Egan Back to the Future: Divergence in Relationship Marketing Research Marketing Theory, March 1, 2003; 3(1): 145 - 157. [Abstract] [PDF]

				J. E. Hogan, K. N. Lemon, and R. T. Rust Customer Equity Management: Charting New Directions for the Future of Marketing Journal of Service Research, August 1, 2002; 5(1): 4 - 12. [Abstract] [PDF]