Does country-of-origin brand personality generate retail customer lifetime value? A Big Data analytics approach

Chiang, Lan-Lung (Luke) and Chin-Sheng Yang

Technological Forecasting and Social Change, 2018, vol. 130, issue C, 177-187

Abstract: Many retail firms have witnessed the erosion of customer loyalty with the rise of e-commerce and its resulting benefits to consumers, including increased choices, lower prices, and ease of brand switching. Retailers have long collected data to learn about customer purchasing habits; however, many currently do not use data-mining analytics to increase marketing effectiveness by predicting future buying patterns and potential customer lifetime value, particularly to important segments such as loyal and potential repeat customers. Data mining can efficiently analyze large amounts of business data (“Big Data”) in an effort to forecast consumer needs and increase the lifetime value of customers (CLV). Previous studies on these topics primarily focus on conceptual assumptions and generally do not present empirically valid models.

Keywords: Big Data analytics; Customer-driven marketing strategy; Country-of-origin; Brand personality; Customer lifetime value; Retail industry (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:130:y:2018:i:c:p:177-187

DOI: 10.1016/j.techfore.2017.06.034

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