Journal
JOURNAL OF BUSINESS RESEARCH
Volume 117, Issue -, Pages 615-622Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2018.09.007
Keywords
Cross-culture; Customer equity; fsQCA; Sustainable marketing
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Funding
- National Natural Science Foundation of China [71603239]
- Korea University Business School Research Grant
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This study presents case-based models that determine which sustainable marketing activities customer groups perceive to either enhance or reduce customer equity for a major sports clothing brand in China and South Korea. Complexity theory is used to identify different antecedents of customer equity that lead to the same outcomes. The study explores configurations of three dimensions of sustainable marketing that may affect customer equity. Young Chinese (n = 457) and Korean (n = 315) customers of a major sports clothing brand are surveyed to explore what configurations reduce or enhance the perception of customer equity and to test cultural differences. Academic and practical implications are also discussed.
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