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    Case-based models of customer-perceived sustainable marketing and its effect on perceived customer equity

    Access Status
    Fulltext not available
    Authors
    Sun, Y.
    Garrett, T.
    Phau, Ian
    Zheng, B.
    Date
    2018
    Type
    Journal Article
    
    Metadata
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    Citation
    Sun, Y. and Garrett, T. and Phau, I. and Zheng, B. 2018. Case-based models of customer-perceived sustainable marketing and its effect on perceived customer equity. Journal of Business Research.
    Source Title
    Journal of Business Research
    DOI
    10.1016/j.jbusres.2018.09.007
    ISSN
    0148-2963
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/72316
    Collection
    • Curtin Research Publications
    Abstract

    This study presents case-based models that determine which sustainable marketing activities customer groups perceive to either enhance or reduce customer equity for a major sports clothing brand in China and South Korea. Complexity theory is used to identify different antecedents of customer equity that lead to the same outcomes. The study explores configurations of three dimensions of sustainable marketing that may affect customer equity. Young Chinese (n = 457) and Korean (n = 315) customers of a major sports clothing brand are surveyed to explore what configurations reduce or enhance the perception of customer equity and to test cultural differences. Academic and practical implications are also discussed.

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