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

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  • Zhang, Hao
  • Liang, Xiaoning
  • Wang, Shiquan

Abstract

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.

Suggested Citation

  • Zhang, Hao & Liang, Xiaoning & Wang, Shiquan, 2016. "Customer value anticipation, product innovativeness, and customer lifetime value: The moderating role of advertising strategy," Journal of Business Research, Elsevier, vol. 69(9), pages 3725-3730.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:9:p:3725-3730
    DOI: 10.1016/j.jbusres.2015.09.018
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    References listed on IDEAS

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    Cited by:

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