儒家思想与可持续营销外文文献Do Confucian principles enhance sustainable marketing and customer equity.pdfVIP
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Journal of Business Research 69 (2016) 3772 –3779 Contents lists available at ScienceDirect Journal of Business Research Do Confucian principles enhance sustainable marketing and customer equity? Yang Sun a, Tony C. Garrett b,⁎, Kyung Hoon Kim a a Dept. of Business Administration, College of Business, Changwon National University, 20 Changwondaehak-ro, Uichang-gu, Changwon, Gyeongnam 51140, Republic of Korea b Korea University Business School, Korea University, Anam-Dong, Seongbuk-Gu, Seoul 02841, Republic of Korea a r t i c l e i n f o a b s t r a c t Article history: The authors study whether Confucianism, Chinas dominant cultural paradigm, is a major driver of customer life- Received 1 August 2014 time value (CLV) and sustainability in the Chinese context. Perceptions of young Chinese consumers are mea- Received in revised form 1 September 2015 sured regarding whether they believe firms should adhere to Confucian principles. The scale is then used to Accepted 1 December 2015 examine the influences of Confucian philosophy on sustainable marketing and customer equity drivers. Adher- Available online 28 April 2016 ence to Confucianism is shown to significantly and positively affect sustainable marketing but not to affect cus- Keywords: tomer equity drivers directly. Perceptions regarding sustainable marketing activities are shown to positively Confucian philosophy influence customer equity drivers but not CLV. Customer equity drivers are shown to positi
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