Does country-of-origin brand personality generate retail customer lifetime value? : a Big Data analytics approach
Lan-Lung (Luke) Chiang, Chin-Sheng Yang
| Year of publication: |
May 2018
|
|---|---|
| Authors: | Chiang, Lanlung ; Yang, Chin-Sheng |
| Published in: |
Technological forecasting & social change : an international journal. - Amsterdam : Elsevier, ISSN 0040-1625, ZDB-ID 280700-2. - Vol. 130.2018, p. 177-187
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| Subject: | Big Data analytics | Customer-driven marketing strategy | Country-of-origin | Brand personality | Customer lifetime value | Retail industry | Kundenwert | Customer value | Markenimage | Brand image | Big Data | Big data | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing | Data Mining | Data mining | Einzelhandel | Retail trade | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.techfore.2017.06.034 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011958320