Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing

Kim, Kyulim; Ko, Eunju; Lee, Miah; Mattila, Pekka; Kim, Kyung Hoon

doi:10.1080/21639159.2014.913376

Cited by 42 publications

(20 citation statements)

References 39 publications

(38 reference statements)

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“…How to make customer equity grow is of utmost importance, and doing it well can create a significant competitive edge. Value equity, brand equity, and relationship equity are the three accepted customer equity drivers that impact CLV and customer equity (Kim & Ko, 2012;Kim, Ko, Lee, Mattila, & Kim, 2014;Lee et al, 2014;Sun et al, 2014).…”

Section: Customer Equitymentioning

confidence: 99%

Influence of sustainable marketing activities on customer equity

Sun

2016

Journal of Global Scholars of Marketing Science

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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.

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Section: Customer Equitymentioning

confidence: 99%

Influence of sustainable marketing activities on customer equity

Sun

2016

Journal of Global Scholars of Marketing Science

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“…As an e-business platform enterprise, the group-buying websites ought to solve these urgent issues: how to keep the long-term transaction relationship with the merchants and the consumers; and maintain the loyalty on both ends (Kim, 2015;Kim, Ko & Lee, 2014).…”

Section: Introductionmentioning

confidence: 99%

Relationship value based on customer equity influences on online group-buying customer loyalty

Zhang

Wang

et al. 2016

Journal of Business Research

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The purposes of this article is to clarify the composition of relationship value based on consumer equity and examine the mediating role of relationship quality and moderating role of customer relationship life cycle in the relationship between the relationship value and customer loyalty. This paper finds that different dimensions of relationship quality have different effects on customer loyalty by empirical analysis. Besides, relationship quality plays a mediator role in the relationship between relationship value and customer loyalty, and relationship life cycle in different stage have significant different moderation effects between customer relationship value and customer loyalty. This study's outcomes indicate that establishing and maintaining good relationships with consumers can effectively improve customer loyalty, and then enhance customer equity, besides, customer participation behavior and positive word of mouth can improve customer loyalty. The findings are valuable for marketing managers of online group-buying.

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“…For cognitive responses, individual characteristics of consumers, such as engagement, motivation and understanding, have a relevant influence. In previous research on consumer responses and attitudes, product forms derived cognitive responses and affective responses are psychological: these responses form behavioral responses ( Chu et al, 2013;Kim et al, 2014). Thus, the consumer response can be interpreted as the main evaluation process before the establishment of attitudes towards the product.…”

Section: Consumer Response and Consumer Loyaltymentioning

confidence: 99%

Development Model of Social Media Marketing – Consumer Loyalty Mediated by Brand Equity and Consumer Response to Fashion Branded Products

Octavia

Hasbullah

2020

DIJDBM

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Cunsumer loyalty is determined by a positive response to the perceived experience. The use of social media in marketing products can improve the quality of marketing. The purposes of this research are to: (1). Explain the relationship between social media marketing and consumer loyalty with brand equity as a mediation variable. (2). Explain the relationship between social media marketing and consumer loyalty with consumer response as a mediation variable (3). Develop a model of social media marketing and consumer loyalty relationships. The design of the research was done quantitatively to analyze the model of the relationship between social media marketing and consumer loyalty. To interpret quantitative results used focus Group discusion (FGD) methods and literature studies. The research sample numbered 200 respondents with consumer criteria of users of branded fashion products. Analysis tools using SEM with PLS Software. The results showed a positive and significant relationship between social media marketing to the consumer loyalty of fashion products both before and after mediated by brand equity and consumer response. The priority of the research to be conducted lies in how digital development in marketing contributes thought to the business world, government and how this study strengthens the theory for similar research

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Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing

Cited by 42 publications

References 39 publications

Influence of sustainable marketing activities on customer equity

Influence of sustainable marketing activities on customer equity

Relationship value based on customer equity influences on online group-buying customer loyalty

Development Model of Social Media Marketing – Consumer Loyalty Mediated by Brand Equity and Consumer Response to Fashion Branded Products

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