Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures?
Abstract
The use of the customer equity framework as a focal marketing strategy to increase customer loyalty has emerged as an important topic. Despite a growing number of investigations, previous studies are limited by their strong U.S. and European orientations. Research into Western consumers cannot necessarily predict the behaviour of Eastern consumers though. Therefore, this study investigates whether the link between customer equity drivers (value...
Paper Details
Title
Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures?
Published Date
Feb 1, 2014
Volume
23
Issue
1
Pages
284 - 292
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