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Does country-of-origin brand personality generate retail customer lifetime value? A Big Data analytics approach

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  • Chiang, Lan-Lung (Luke)
  • Yang, Chin-Sheng

Abstract

Many retail firms have witnessed the erosion of customer loyalty with the rise of e-commerce and its resulting benefits to consumers, including increased choices, lower prices, and ease of brand switching. Retailers have long collected data to learn about customer purchasing habits; however, many currently do not use data-mining analytics to increase marketing effectiveness by predicting future buying patterns and potential customer lifetime value, particularly to important segments such as loyal and potential repeat customers. Data mining can efficiently analyze large amounts of business data (“Big Data”) in an effort to forecast consumer needs and increase the lifetime value of customers (CLV). Previous studies on these topics primarily focus on conceptual assumptions and generally do not present empirically valid models.

Suggested Citation

  • Chiang, Lan-Lung (Luke) & Yang, Chin-Sheng, 2018. "Does country-of-origin brand personality generate retail customer lifetime value? A Big Data analytics approach," Technological Forecasting and Social Change, Elsevier, vol. 130(C), pages 177-187.
    • Handle: RePEc:eee:tefoso:v:130:y:2018:i:c:p:177-187
    DOI: 10.1016/j.techfore.2017.06.034
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    2. Huang, Yu & Zhang, Xu & Zhu, Hong, 2022. "How do customers engage in social media-based brand communities: The moderator role of the brand's country of origin?," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Baudier, Patricia & Ammi, Chantal & Hikkerova, Lubica, 2022. "Impact of advertising on users’ perceptions regarding the Internet of things," Journal of Business Research, Elsevier, vol. 141(C), pages 355-366.
    4. Mesbaul Haque SAZU & Sakila Akter JAHAN, 2022. "How Big Data Analytics Impacts the Retail Management on the European and American Markets?," CECCAR Business Review, Body of Expert and Licensed Accountants of Romania (CECCAR), vol. 3(6), pages 62-72, June.
    5. Mehrdad Memarpour & Erfan Hassannayebi & Navid Fattahi Miab & Ali Farjad, 2021. "Dynamic allocation of promotional budgets based on maximizing customer equity," Operational Research, Springer, vol. 21(4), pages 2365-2389, December.

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