Does country-of-origin brand personality generate retail customer lifetime value? : a Big Data analytics approach
Year of publication: |
May 2018
|
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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 | Big Data | Big data | Markenimage | Brand image | Einzelhandel | Retail trade | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Data Mining | Data mining | Marketingmanagement | Marketing management |
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