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dc.contributor.authorSun, Y.
dc.contributor.authorGarrett, T.
dc.contributor.authorPhau, Ian
dc.contributor.authorZheng, B.
dc.date.accessioned2018-12-13T09:13:00Z
dc.date.available2018-12-13T09:13:00Z
dc.date.created2018-12-12T02:46:22Z
dc.date.issued2018
dc.identifier.citationSun, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/72316
dc.identifier.doi10.1016/j.jbusres.2018.09.007
dc.description.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.

dc.publisherElsevier
dc.titleCase-based models of customer-perceived sustainable marketing and its effect on perceived customer equity
dc.typeJournal Article
dcterms.source.issn0148-2963
dcterms.source.titleJournal of Business Research
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available
curtin.contributor.orcidPhau, Ian [0000-0002-0759-6092]


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