Case-based models of customer-perceived sustainable marketing and its effect on perceived customer equity
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...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Elsevier
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/72316 |