University CRM Project Plan: Building Brand Equity and Loyalty

This document presents a project plan for a research investigation into the role of Customer Relationship Management (CRM) in building brand equity and promoting brand loyalty. The project plan includes a statement detailing the field of research, highlighting how CRM can enhance brand awareness, loyalty, and provide a competitive advantage by minimizing market costs. It identifies publicly available sources as secondary data and formulates a specific research question: Does CRM system help in building brand equity and promoting brand loyalty? The plan outlines key search terms such as CRM system, brand value, brand loyalty, and brand equity. Furthermore, it includes summaries of three peer-reviewed articles that support the research, discussing the impact of CRM on brand equity and customer loyalty. The research utilizes secondary data and aims to contribute to the understanding of CRM's impact in marketing and brand development.

Running head: CUSTOMER RELATIONSHIP MANAGEMENT
Development of CRM system
Name of the Student
Name of the University
Author’s Note

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CUSTOMER RELATIONSHIP MANAGEMENT
1. Project plan
1.1 Statement detailing field of research
Customer relationship management (CRM) helps in increasing brand awareness,
brand loyalty as well as brand association that further assists in offering competitive
advantage by minimizing the market costs and thus helps in enhancing the earning of the
organization. CRM assists in providing a unified platform that helps increasing positive
impression about the brand among the customers and thus helps in promoting brand loyalty.
1.2 Short description of publicly available sources as secondary data
It is identified that readily available data on CRM system and how it builds brand
equity is present in https://ieeexplore.ieee.org/document/5694414. In addition to this, the data
information about promotion off brand loyalty exists in
https://www.business2community.com/loyalty-marketing/how-crm-can-help-promoting-
brand-loyalty-0431454
1.3 Research questions
The study mainly aims to research the role that Customer relationship management
plays in order to build brand equity and for promoting the brand loyalty. Specific research
question: Does CRM system helps in building brand equity and promoting brand
loyalty?
1.4 Search terms
The search terms include
 CRM system
 Brand value
 Brand loyalty

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 Brand equity
1.5 Three peer-reviewed articles
According to Chou (2019), the cooperative perspective of the stakeholders as well as
the utilization of CRM system helps in addressing consumers and other groups in order to
create brand equity. On the other hand, it is stated by Hepola, Karjaluoto and Hintikka (2017)
that sensory brand experience due to CRM system helps in creating brand equity and
indirectly assists in focussing on the behavioural consumer brand engagement. It is opined by
Nyadzayo and Khajehzadeh (2016) that moderating image of brand due to the utilization of
CRM system helps in increasing loyalty of the customers.

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CUSTOMER RELATIONSHIP MANAGEMENT
References
Chou, C. M. (2019). Social media characteristics, customer relationship and brand
equity. American Journal of Business, 10(1).
Hepola, J., Karjaluoto, H., & Hintikka, A. (2017). The effect of sensory brand experience and
involvement on brand equity directly and indirectly through consumer brand
engagement. Journal of Product & Brand Management, 26(3), 282-293.
Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A
moderated mediation model of customer relationship management quality and brand
image. Journal of Retailing and Consumer Services, 30, 262-270.