Journal
JOURNAL OF BUSINESS RESEARCH
Volume 69, Issue 9, Pages 3772-3779Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2015.12.069
Keywords
Confucian philosophy; Customer equity drivers; Customer lifetime value; Sustainable marketing
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Funding
- National Research Foundation of Korea grant - Korean Government [NRF-2015R1A2A2A04005218]
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The authors study whether Confucianism, China's dominant cultural paradigm, is a major driver of customer life tine value (CLV) and sustainability in the Chinese context. Perceptions of young Chinese consumers-are measured regarding whether they believe firms should adhere to-Confucian principles. The scale is then used to examine the influences of Confucian philosophy on sustainable marketing and customer equity drivers. Adherence to Confucianism is shown to significantly and positively affect sustainable marketing but not to affect customer equity drivers directly. Perceptions regarding sustainable marketing activities are shown to positively influence customer equity drivers but not CLV. Customer equity drivers are shown to positively affect CLV. Implications for theory, practice, and future work are discussed. (C) 2016 Elsevier Inc. All rights reserved.
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