L'approche psycho-cognitive du capital-client est exposée après avoir examiné les différents courants de recherche sur la valeur de la marque. Celle-ci constitue actuellement le paradigme dominant. Sur la base des travaux antérieurs, un modèle intégrateur des antécédents et des conséquences du capital-client est proposé. Ce modèle englobe l'ensemble du processus de création du capital-client, de la conception d'une stratégie marketing jusqu'aux conséquences à long terme du capital-client. La revue de la littérature relève de nombreuses lacunes théoriques et empiriques dans ce modèle. De nombreuses relations entre variables n'ont toujours pas été testées. Un programme d'étude est proposé sous forme d'un choix restreint d'hypothèses de recherche dont l'objectif principal est d'orienter les futurs travaux empiriques sur les antécédents et les conséquences du capital-client de la marque.
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