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Marketing mix and customer equity of SPA brands : Cross-cultural perspectives

Author

Listed:
  • Chang Han Lee

    (Yonsei University)

  • Eunju Ko

    (Yonsei University)

  • Henrikki Tikkanen

    (Aalto University)

  • Michel Phan

    (EM - EMLyon Business School)

  • Gaetano Aiello

    (UniFI - Università degli Studi di Firenze = University of Florence = Université de Florence)

  • Raffaele Donvito

    (UniFI - Università degli Studi di Firenze = University of Florence = Université de Florence)

  • Sascha Raithel

    (LMU - Ludwig Maximilian University [Munich] = Ludwig Maximilians Universität München)

Abstract

Globalization has substantially transformed the fashion industry. Firms that conduct innovative marketing campaigns for SPA brands, also known as fast fashion, are operating worldwide. Because SPA brands tend to have short trend cycles, corporate profitability is sensitive to consumers' attitudinal changes. The authors of this study establish a theoretical framework by examining research trends related to customer equity at home and abroad by delving into the current state of global SPA brands, defining customer equity, developing customer equity measurements, and conducting empirical analyses. This study uses structural equation models to analyze corporate marketing activity effects on customer lifetime value through brand attitude. Although earlier studies identify customer equity as driving value equity, brand equity, and relationship equity, the authors introduce social network equity as another driver.

Suggested Citation

  • Chang Han Lee & Eunju Ko & Henrikki Tikkanen & Michel Phan & Gaetano Aiello & Raffaele Donvito & Sascha Raithel, 2014. "Marketing mix and customer equity of SPA brands : Cross-cultural perspectives," Post-Print hal-02313180, HAL.
    • Handle: RePEc:hal:journl:hal-02313180
    DOI: 10.1016/j.jbusres.2014.04.025
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    Citations

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    Cited by:

    1. Kohsuke Matsuoka, 2020. "Exploring the interface between management accounting and marketing: a literature review of customer accounting," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 31(3), pages 157-208, September.
    2. Meenakshi Gujral & Monwabisi Rauzela & Tinashe Chuchu, 2016. "An Application of the Marketing Mix and Online Marketing as a Business Strategy for SMME Cafes in South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 8(3), pages 14-25.
    3. Yuan, Chun Lin & Kim, Juran & Kim, Sang Jin, 2016. "Parasocial relationship effects on customer equity in the social media context," Journal of Business Research, Elsevier, vol. 69(9), pages 3795-3803.
    4. 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.
    5. 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).
    6. Ken Kumagai & Shin’ya Nagasawa, 2020. "Launch of Sustainable Plastic Apparel: Effects of Brand Luxury and Experience on Consumer Behaviour," Sustainability, MDPI, vol. 12(18), pages 1-15, September.
    7. Sun, Yang & Garrett, Tony C. & Kim, Kyung Hoon, 2016. "Do Confucian principles enhance sustainable marketing and customer equity?," Journal of Business Research, Elsevier, vol. 69(9), pages 3772-3779.
    8. Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata, 2020. "Revisiting customer analytics capability for data-driven retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    9. Liu, Matthew Tingchi & Wong, IpKin Anthony & Tseng, Ting-Hsiang & Chang, Angela Wen-Yu & Phau, Ian, 2017. "Applying consumer-based brand equity in luxury hotel branding," Journal of Business Research, Elsevier, vol. 81(C), pages 192-202.
    10. Dahana, Wirawan Dony & Miwa, Yukihiro & Morisada, Makoto, 2019. "Linking lifestyle to customer lifetime value: An exploratory study in an online fashion retail market," Journal of Business Research, Elsevier, vol. 99(C), pages 319-331.
    11. Shashi, & Centobelli, Piera & Cerchione, Roberto & Jhamb, Deepika, 2023. "Double-edged circularity: Comparative assessment of circular and non-circular consumers," Ecological Economics, Elsevier, vol. 212(C).
    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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