Do Confucian principles enhance sustainable marketing and customer equity?
- Authors
- Sun, Yang; Garrett, Tony C.; Kim, Kyung Hoon
- Issue Date
- 9월-2016
- Publisher
- ELSEVIER SCIENCE INC
- Keywords
- Confucian philosophy; Customer equity drivers; Customer lifetime value; Sustainable marketing
- Citation
- JOURNAL OF BUSINESS RESEARCH, v.69, no.9, pp.3772 - 3779
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF BUSINESS RESEARCH
- Volume
- 69
- Number
- 9
- Start Page
- 3772
- End Page
- 3779
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/87701
- DOI
- 10.1016/j.jbusres.2015.12.069
- ISSN
- 0148-2963
- Abstract
- The authors study whether Confucianism, China's dominant cultural paradigm, is a major driver of customer life tine value (CLV) and sustainability in the Chinese context. Perceptions of young Chinese consumers-are measured regarding whether they believe firms should adhere to-Confucian principles. The scale is then used to examine the influences of Confucian philosophy on sustainable marketing and customer equity drivers. Adherence to Confucianism is shown to significantly and positively affect sustainable marketing but not to affect customer equity drivers directly. Perceptions regarding sustainable marketing activities are shown to positively influence customer equity drivers but not CLV. Customer equity drivers are shown to positively affect CLV. Implications for theory, practice, and future work are discussed. (C) 2016 Elsevier Inc. All rights reserved.
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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