Marketing mix and customer equity of SPA brands: Cross-cultural perspectives

Chang Han Lee, Eunju Ko, Henrikki Tikkanen, Michel Phan, Gaetano Aiello, Raffaele Donvito and Sascha Raithel
Additional contact information
Chang Han Lee: Yonsei University
Eunju Ko: Yonsei University
Henrikki Tikkanen: Aalto University
Michel Phan: EM - EMLyon Business School
Gaetano Aiello: UniFI - Università degli Studi di Firenze = University of Florence = Université de Florence
Raffaele Donvito: UniFI - Università degli Studi di Firenze = University of Florence = Université de Florence
Sascha Raithel: LMU - Ludwig Maximilian University [Munich] = Ludwig Maximilians Universität München

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Abstract: Globalization has substantially transformed the fashion industry. Firms that conduct innovative marketing campaigns for SPA brands, also known as fast fashion, are operating worldwide. Because SPA brands tend to have short trend cycles, corporate profitability is sensitive to consumers' attitudinal changes. The authors of this study establish a theoretical framework by examining research trends related to customer equity at home and abroad by delving into the current state of global SPA brands, defining customer equity, developing customer equity measurements, and conducting empirical analyses. This study uses structural equation models to analyze corporate marketing activity effects on customer lifetime value through brand attitude. Although earlier studies identify customer equity as driving value equity, brand equity, and relationship equity, the authors introduce social network equity as another driver.

Keywords: cross-cultural; Customer equity; Fast fashion; Social network; SPA brand (search for similar items in EconPapers)
Date: 2014-10-01
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Citations: View citations in EconPapers (12)

Published in Journal of Business Research, 2014, 67 (10), pp.2155-2163 P. ⟨10.1016/j.jbusres.2014.04.025⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02313180

DOI: 10.1016/j.jbusres.2014.04.025

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