Linking Consumer Mindset Metrics to Consumer Behavior and Capital Market Valuation - Kirenz, Jan
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With the growing recognition that customers are market-based assets, research on linking consumer mindset metrics to consumer behavior and market value has been gaining significance. Advocates of perceptual metrics argue that company actions move customers closer to buying decisions and that tracking and interpreting mindset metrics provide early evaluation signals of actual consumer purchase behavior and capital market valuation. This book deals with the impact of mindset metrics on consumer behavior and capital market valuation. The author develops a market share attraction model, which…mehr

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Produktbeschreibung
With the growing recognition that customers are market-based assets, research on linking consumer mindset metrics to consumer behavior and market value has been gaining significance. Advocates of perceptual metrics argue that company actions move customers closer to buying decisions and that tracking and interpreting mindset metrics provide early evaluation signals of actual consumer purchase behavior and capital market valuation. This book deals with the impact of mindset metrics on consumer behavior and capital market valuation. The author develops a market share attraction model, which models the link between primary consumer mindset metrics and customer acquisition as well as customer repeat purchase behavior. As an empirical illustration, the proposed model is applied to the US automobile industry. Furthermore, using representative large-scale surveys of US and European consumers, the author investigates the association between perceptual brand measures and the capital markets' expectation of risk-adjusted future cash flows. The research findings indicate that perceptual metrics are important predictors of customer acquisition, customer retention and the market value of a firm. Hence, the results reported in this book help managers to quantify the return on intangible investments and offer a better understanding of the impact of mindset metrics on consumer buying behavior and market value.
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Autorenporträt
Jan Kirenz studied business administration with a focus on marketing, operations research and economic theory at the Eberhard Karls University of Tuebingen. After his graduation in 2007, he started his doctoral studies at the Graduate School of Business at the University of Zurich (Institute for Strategy and Business Economics), which he completed in 2010. During this time, he worked as a research and teaching assistant at the Chair for Marketing. The author is also a lecturer at the Zurich University of the Arts.