Case-based models of customer-perceived sustainable marketing and its effect on perceived customer equity

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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...

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Bibliographic Details
Main Authors:	Sun, Y., Garrett, T., Phau, Ian, Zheng, B.
Format:	Journal Article
Published:	Elsevier 2018
Online Access:	http://hdl.handle.net/20.500.11937/72316

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