Customer value anticipation, product innovativeness, and customer lifetime value: The moderating role of advertising strategy

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• 作者：Hao Zhang^a ; ^{hzhang@mail.neu.edu.cn" class="auth_mail" title="E-mail the corresponding author} ; Xiaoning Liang^b ; Shiquan Wang^c
• 关键词：Customer value anticipation ; Product innovativeness ; Customer lifetime value ; Customer equity ; Advertising appeals
• 刊名：Journal of Business Research
• 出版年：2016
• 出版时间：September 2016
• 年：2016
• 卷：69
• 期：9
• 页码：3725-3730
• 全文大小：304 K

文摘

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.