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Influence of sustainable marketing activities on customer equity

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  • Yang Sun
  • Eunju Ko

Abstract

As the world economy grows rapidly, societies consume increasingly more resources. The unfortunate by-product of development is that environmental and living conditions are degrading. Consequently, sustainability is a burning issue. The study here focuses on customer perspectives regarding whether or not sustainable marketing activities are effective if they appeal to environmental, economic, or social dimensions. If so, such sustainable marketing activities are likely to, influence customer equity through word-of-mouth (WOM) and brand attitudes. Customer equity drivers can forecast future customer trends that affect customer lifetime value (CLV). Young consumers are very important because they will be the primary consumption group in the near future. Research about this group can forecast the consumption trends for companies. The study tests propositions in a cross-cultural context to learn how young Chinese and Korean consumers (college students) differ in their attitudes. SPSS and AMOS were used to analyze the data. The results benefit marketing scholars and practitioners by shedding light on sustainable marketing effects on customer equity, brand attitudes, and WOM.

Suggested Citation

  • Yang Sun & Eunju Ko, 2016. "Influence of sustainable marketing activities on customer equity," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(3), pages 270-283, June.
    • Handle: RePEc:taf:jgsmks:v:26:y:2016:i:3:p:270-283
    DOI: 10.1080/21639159.2016.1174537
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    References listed on IDEAS

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    7. Kyulim Kim & Eunju Ko & Mi-ah Lee & Pekka Mattila & Kyung Hoon Kim, 2014. "Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(3), pages 350-364, June.
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    Cited by:

    1. Jung, Jaesuk & Kim, Sang Jin & Kim, Kyung Hoon, 2020. "Sustainable marketing activities of traditional fashion market and brand loyalty," Journal of Business Research, Elsevier, vol. 120(C), pages 294-301.
    2. Kirtika Deo & Abhnil Amtesh Prasad, 2022. "Exploring Climate Change Adaptation, Mitigation and Marketing Connections," Sustainability, MDPI, vol. 14(7), pages 1-21, April.
    3. José Ramón Segarra-Moliner & Inmaculada Bel-Oms, 2023. "How Does Each ESG Dimension Predict Customer Lifetime Value by Segments? Evidence from U.S. Industrial and Technological Industries," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    4. Budiana Ruslan & Erna Maulina & Rusdin Tahir & Rivani & R. Anang Muftiadi, 2023. "Sustainable Consumer Behavior: Bibliometric Analysis for Future Research Direction in Muslim Fashion Context," Sustainability, MDPI, vol. 15(24), pages 1-22, December.
    5. Lee, Eun-Ju & Choi, Hanah & Han, Jinghe & Kim, Dong Hyun & Ko, Eunju & Kim, Kyung Hoon, 2020. "How to “Nudge” your consumers toward sustainable fashion consumption: An fMRI investigation," Journal of Business Research, Elsevier, vol. 117(C), pages 642-651.
    6. Fifita, 'Ilaisaane M.E. & Seo, Yuri & Ko, Eunju & Conroy, Denise & Hong, Dayun, 2020. "Fashioning organics: Wellbeing, sustainability, and status consumption practices," Journal of Business Research, Elsevier, vol. 117(C), pages 664-671.
    7. Sun, Yang, 2021. "Case based models of the relationship between consumer resistance to innovation and customer churn," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    8. Wang, Huanzhang & Liu, Honglei & Kim, Sang Jin & Kim, Kyung Hoon, 2019. "Sustainable fashion index model and its implication," Journal of Business Research, Elsevier, vol. 99(C), pages 430-437.
    9. Sun, Yang & Gonzalez-Jimenez, Hector & Wang, Shenghui, 2021. "Examining the relationships between e-WOM, consumer ethnocentrism and brand equity," Journal of Business Research, Elsevier, vol. 130(C), pages 564-573.
    10. An, Myoung-a & Han, Sang-Lin, 2020. "Effects of experiential motivation and customer engagement on customer value creation: Analysis of psychological process in the experience-based retail environment," Journal of Business Research, Elsevier, vol. 120(C), pages 389-397.
    11. Cheong Kim & Hyeon Gyu Jeon & Kun Chang Lee, 2020. "Discovering the Role of Emotional and Rational Appeals and Hidden Heterogeneity of Consumers in Advertising Copies for Sustainable Marketing," Sustainability, MDPI, vol. 12(12), pages 1-20, June.
    12. Sun, Yang & Garrett, Tony C. & Phau, Ian & Zheng, Bing, 2020. "Case-based models of customer-perceived sustainable marketing and its effect on perceived customer equity," Journal of Business Research, Elsevier, vol. 117(C), pages 615-622.

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