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Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market

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  • Sang-soo Kim

    (School of Physical Education, Keimyung University, Daegu 42601, Korea)

  • Woo-yeul Baek

    (Department of Sport Management, Kyonggi University, Suwon 16227, Korea)

  • Kevin K. Byon

    (Department of Kinesiology, Indiana University–Bloomington, Bloomington, IN 47405, USA)

  • Sung-bum Ju

    (Department of Physical Education, Busan National University of Education, Busan 47503, Korea)

Abstract

Despite the efforts of academia on exploring the merits of creating shared value, prior relevant literature seems to have a limitation that overlooks the environmental contribution suggested as a crucial component of creating shared value program by Porter and Kramer. More importantly, since most of the existing creating shared value-related studies have focused on firms in the general marketing field, there is a lack of research on the efficacy of creating shared value programs that are implemented by sporting goods companies. Thus, the objective of the present study was to examine the influence of consumers’ perceived creating shared value activities of sporting goods firm on brand image and customer loyalty in the context of the Korean sporting goods market. A total of 187 Korean sport consumers participated in the present study. Results indicated that sporting goods consumers’ perceived economic, social, and environmental values had significant impacts on brand image and, in turn, brand image positively affected customer loyalty. Consequently, the current study’s findings provide sporting goods firms with practical implications for launching creating shared value programs.

Suggested Citation

  • Sang-soo Kim & Woo-yeul Baek & Kevin K. Byon & Sung-bum Ju, 2021. "Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market," Sustainability, MDPI, vol. 13(13), pages 1-11, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:13:p:7031-:d:580215
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    References listed on IDEAS

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    1. Dongmin Lee & Junghoon Moon & Young Chan Choe & Jaeseok Jeong, 2016. "Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry," Sustainability, MDPI, vol. 8(12), pages 1-18, December.
    2. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    3. Sang-soo Kim & Woo-yeul Baek & Kevin K. Byon & Sung-bum Ju, 2020. "Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team," Sustainability, MDPI, vol. 12(18), pages 1-12, September.
    4. Chang‐Hyun Jin, 2018. "The effects of creating shared value (CSV) on the consumer self–brand connection: Perspective of sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1246-1257, November.
    5. Lessard, Donald & Lucea, Rafael, 2009. "Embracing risk as a core competence: The case of CEMEX," Journal of International Management, Elsevier, vol. 15(3), pages 296-305, September.
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    Cited by:

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    2. Atour Taghipour & Moein Khazaei & Adel Azar & Ali Rajabzadeh Ghatari & Mostafa Hajiaghaei-Keshteli & Mohammad Ramezani, 2022. "Creating Shared Value and Strategic Corporate Social Responsibility through Outsourcing within Supply Chain Management," Sustainability, MDPI, vol. 14(4), pages 1-25, February.

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