Journal
JOURNAL OF BUSINESS RESEARCH
Volume 69, Issue 9, Pages 3725-3730Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2015.09.018
Keywords
Customer value anticipation; Product innovativeness; Customer lifetime value; Customer equity; Advertising appeals
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Funding
- National Natural Science Foundation of China [71202152, 71472033]
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Customers are regarded as the key intangible assets of a firm. Therefore, it is necessary for firms to have the capability to anticipate customer value. The study investigates the relationships among customer value anticipation, product innovativeness, and customer lifetime value from the customer's perspective. Empirical evidence from 178 MBA students shows that customer perceived customer value anticipation can significantly influence product innovativeness and the relationship is partially mediated by product innovativeness. In addition, both functional and emotional advertising are found to play a moderating role in the relationship between product innovativeness and customer lifetime value. The paper concludes with a discussion of the theoretical and managerial implications of the empirical study. (C) 2016 Elsevier Inc. All rights reserved.
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