Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10492546 | Journal of Business Research | 2016 | 6 Pages |
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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Hao Zhang, Xiaoning Liang, Shiquan Wang,