Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market

Sang-soo Kim, Woo-yeul Baek, Kevin K. Byon and Sung-bum Ju
Additional contact information
Sang-soo Kim: School of Physical Education, Keimyung University, Daegu 42601, Korea
Woo-yeul Baek: Department of Sport Management, Kyonggi University, Suwon 16227, Korea
Kevin K. Byon: Department of Kinesiology, Indiana University–Bloomington, Bloomington, IN 47405, USA
Sung-bum Ju: Department of Physical Education, Busan National University of Education, Busan 47503, Korea

Sustainability, 2021, vol. 13, issue 13, 1-11

Abstract: Despite the efforts of academia on exploring the merits of creating shared value, prior relevant literature seems to have a limitation that overlooks the environmental contribution suggested as a crucial component of creating shared value program by Porter and Kramer. More importantly, since most of the existing creating shared value-related studies have focused on firms in the general marketing field, there is a lack of research on the efficacy of creating shared value programs that are implemented by sporting goods companies. Thus, the objective of the present study was to examine the influence of consumers’ perceived creating shared value activities of sporting goods firm on brand image and customer loyalty in the context of the Korean sporting goods market. A total of 187 Korean sport consumers participated in the present study. Results indicated that sporting goods consumers’ perceived economic, social, and environmental values had significant impacts on brand image and, in turn, brand image positively affected customer loyalty. Consequently, the current study’s findings provide sporting goods firms with practical implications for launching creating shared value programs.

Keywords: creating shared value; brand image; consumer loyalty; sporting goods industry (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.mdpi.com/2071-1050/13/13/7031/pdf (application/pdf)
https://www.mdpi.com/2071-1050/13/13/7031/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:13:p:7031-:d:580215

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().