Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
← Swipe to explore all 18 families →
Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
85IN
Bc
Brand-Customer Asset Link
Family
12. Brand and Market-Based Assets (IV · Customer and Brand Assets)
Era
Period 6: Engagement and Networks, 2010s
Block
IN · Inputs: resources and assets
Tier
Major
Cell card
Description
Stahl et al. linked the dimensions of brand equity to customer acquisition, retention, and profit margin, showing that brand and customer assets are connected and that some dimensions trade off against one another.
Managerial Implications
Brand equity drives customer lifetime value, but its dimensions work differently: knowledge and relevance raise acquisition, while esteem and differentiation have more complex effects, with high differentiation sometimes limiting acquisition. Managers should connect brand tracking to customer metrics rather than running them separately, and decide which brand dimension to invest in based on whether the current need is acquisition, retention, or margin.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
