Customer value anticipation, product innovativeness, and customer lifetime value: The moderating role of advertising strategy

Hao Zhang, Xiaoning Liang and Shiquan Wang

Journal of Business Research, 2016, vol. 69, issue 9, 3725-3730

Abstract: Customers are regarded as the key intangible assets of a firm. Therefore, it is necessary for firms to have the capability to anticipate customer value. The study investigates the relationships among customer value anticipation, product innovativeness, and customer lifetime value from the customer's perspective. Empirical evidence from 178 MBA students shows that customer perceived customer value anticipation can significantly influence product innovativeness and the relationship is partially mediated by product innovativeness. In addition, both functional and emotional advertising are found to play a moderating role in the relationship between product innovativeness and customer lifetime value. The paper concludes with a discussion of the theoretical and managerial implications of the empirical study.

Keywords: Customer value anticipation; Product innovativeness; Customer lifetime value; Customer equity; Advertising appeals (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:9:p:3725-3730

DOI: 10.1016/j.jbusres.2015.09.018

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