عنوان انگلیسی مقاله:

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

ترجمه عنوان مقاله:  آمیخته بازاریابی ارزش ویژه مشتری برندهای SPA: دیدگاه های میان فرهنگی

رشته: مدیریت بازاریابی

سال انتشار: 2014

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده انگلیسی مقاله

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

مقدمه انگلیسی مقاله

Most companies attempt to collect thorough information aboutoverseas target markets and potential consumers before they initiate new marketing activities. Although brand equity is currently a widely used metric to measure corporate equity, companies are increasingly developing a diversified understanding of customer value centering on the standardized manufacture of products. Accordingly, the concept of customer equity has emerged as a tool to help firms focus theirmarketing efforts on securing customers and increasing future profits (Holm, Kumar, & Rohde, 2012; Kumar, Lemon, & Parasuraman, 2006; Rust, Zeithaml, & Lemon, 2000).
Although researchers have long studied customer equity, before accepting this concept as theory certain questions must be resolved
(Bell, Deighton, Reinartz, Rust, & Swartz, 2002) including direct issues related to acquiring customer data and using such information for developing detailed marketing strategies. Globalization has a substantial impact on the fashion industry (Kim& Park, 2013). In particular, firms engaged in innovativemarketing of SPA brands (specialty retailers of private label apparel, also known as fast fashion) are quickly growing into global companies. Unlike luxury brands, SPA brands seek to produce diversified products that satisfy consumers from all walks of life, and thus they need a greater understanding of preferences among individual consumers. Furthermore, SPA brands tend to have short lifecycles; thus, corporate profitability is sensitive to attitudinal changes in consumers.
The study here constructs a theoretical framework by examining research trends related to customer equity on a global level and delving into the current state of global SPA brands. This study applies the concept of drivers (Rust, Lemon, & Zeithaml, 2004) to determine the effects of consumers’ attitudes on customer equity. Customer equity drivers are known to include brand equity, value equity, and relationship equity, but here this study introduces the concept of an individual driver of social network equity: consumers’ attitudes toward companies.
Information technology advancements exert many influences on consumers’ attitudes (Kim & Ko, 2012). Currently recognized drivers deliver to customers unilaterally, but social network equity is based on modern two-way communication (Chu, Kamal, & Kim, 2013).
The purposes of this study are, first, the study introduces social network equity as an additional customer equity driver in an effort tohelp marketing professionals communicate with customers more efficiently in the rapidly changing media environment. Second, the study generates marketing strategies for SPA brands applicable to the global market through a customer equity model, and suggests methods of segmenting global markets for effective marketing.
This study aims to illuminate factors that can maximize customer equity for SPA brands desiring to expand to the global fashion market.
In addition, the usage of a global consumer survey provides usefuldata for segmenting the global market and expanding the concept of customer equity.

نتیجه گیری انگلیسی مقاله

In this study, the authors analyze the conceptual definition of customer equity and use a structural model to empirically analyze customer equity drivers and marketing mix for global SPA brands. First, the authors analyze previous studies to conceptually define customer equity. Second, by conducting individual interviews with consumers, the authors’ intention is to confirm how customer equity drivers and corporate marketing activities are structured, based on Rust et al.’s (2004) study model. Third, the authors analyze customer equity of global SPA brands to explore the distribution of customer equity by country and brand.
For the purposes in this study, the created questionnaire is administered to individuals who had purchased SPA brands. To study the collected data, the authors conduct frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, and multi-nominal logit analysis. To summarize the results, first, the study analyzes the impact of corporate marketing activities on customer lifetime value via brand attitude based on a structural equation model. Rust et al. (2004) suggests value equity, brand equity, and relationship equity as customer equity drivers, but this study introduces social network equity along with drivers from earlier research.
Second, the authors find that promotionmanagement activity significantly affects brand attitude in Korea, but shows insignificant effects in Europe. As for Korean consumers, SPA brands,with their relatively short operational history, promote their products in various ways, including online marketing.

فرضیات مقاله

H1. Marketing activity will positively affect brand attitude.
H1a. Product activity will positively affect brand attitude.
H1b. Place activity will positively affect brand attitude.
H1c. Price activity will positively affect brand attitude.
H1d. Promotion activity will positively affect brand attitude.
H2. Brand attitude will positively affect customer lifetime value.
H3. Marketing activity will positively affect customer lifetime value.
H3a. Product activity will positively affect customer lifetime value.
H3b. Distribution activity will positively affect customer lifetime value.
H3c. Price activity will positively affect customer lifetime value.
H3d. Promotion activity will positively affect customer lifetime value.
H4. National variables between Korea and Europewill havemoderating effects in overall study models.

فرضیات مقاله

مدل آمیخته بازاریابی ارزش ویژه مشتری برندهای SPA

Multigroup analysis (Korea, Europe).

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