Handbook of Research on Customer Equity in Marketing
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Handbook of Research on Customer Equity in Marketing

Edited by V. Kumar and Denish Shah

Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizing firm performance. Drawing upon the wisdom of a global pool of leading scholars, the book serves as a comprehensive and authoritative guide on customer lifetime value and customer equity for marketing researchers, practitioners, and students worldwide.
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Chapter 15: Co-managing brand equity and customer equity

Anita Luo, Donald R. Lehmann and Scott A. Neslin


Despite the success that La-Z-Boy has enjoyed throughout its 80-year history, it has had trouble connecting with female shoppers. The image that La-Z-Boy had among female shoppers was the over-stuffed and old-fashioned recliner that women don’t want in their living room (Dan, 2012). In order to change its brand image to appeal to female customers, La-Z-Boy hired Brooke Shields as its spokesperson in place of the traditional male celebrities. Brooke Shields’s down-to-earth style attracted female shoppers. As a result, La-Z-Boy enjoyed success beyond stationary furniture. However, La-Z-Boy is not planning to change its name. As its president states, ‘La-Z-Boy has an amazing equity of comfort, value and friendliness and almost 100 percent awareness. I felt that if we can just pivot it a little bit, we could build on these tremendous strengths instead of building a new brand from scratch’ (Dan, 2012).

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