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

Chang Han Lee, Eunju Ko, Henrikki Tikkanen, Michel Cao Tuan Phan, Gaetano Aiello, Raffaele Donvito, Sascha Raithel

Research output: Contribution to journalArticlepeer-review

36 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)2155-2163
Number of pages9
JournalJournal of Business Research
Issue number10
Publication statusPublished - 2014 Oct

Bibliographical note

Funding Information:
This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government ( NRF-2011-220-B00014 ). This work was supported in part by the Yonsei University Research Fund of 2012.

All Science Journal Classification (ASJC) codes

  • Marketing


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