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RELATIONSHIP BETWEEN SUSTAINABLE MARKETING AND CUSTOMER EQUITY BASE ON TWO COUNTRIES
The marketing scholars and practitioners start to consider a new concept, which pay attention to the government policies and company methods would cause a deep influence to develop a sustainable marketing. Because of the customer equity take a more and more importance place in consumer research, companies have become aware of the importance of sustainability, but customers may not realize the significance of this factor. When companies cannot obtain the feedback from the customers, they can not meet the needs as well. Nevertheless, researchers have attempted to determine whether sustainable marketing customer equity, both in positive and negative ways. Using algorithms of configurations of antecedent condition s to refine the shortcomings of symmetric variable hypotheses (McClelland, 1998; Woodside, 2015).
Sustainable marketing includes environmental, economic, and social dimensions, in addition to the ethical management dimensions that guide sustainable marketing strategies through CSR (Lii et al., 2013).The environmental dimension requires to build a eco-friendly image, the economic dimension requires to achieve short- and long-term economic goals(bansal 2005); The social dimension requires that companies enhance social and human wellbeing (Kim et al, 2015; Sun et al., 2016).
When marketing research has turned to customer lifetime value (CLV) (Rust et al.,2004), they find the future profit is value equity, brand equity, and relation equity has been accepted by most researchers as major drivers. This study bases on models of which factors can influence value of customers and which are not. Structural equation modeling (SEM) has been used to show that sustainable marketing has positive effects on customer equity drivers (Sun, Garrett, & Kim, 2016). However, it has shortage in most empirical behavioral science and business research, in order to lessen influence of the method limitation; a subset of qualitative comparative analysis called faQCA is applied to study. This study make a general conclusion that in the cross-culture, customers can not accept companies lose anyone dimension, even though they perform at normal level in others. Nevertheless if a company achieve a high goal in one dimension, it is also can be admitted by consumers.
This research adapts two different countries as the sample to define their value and motivations. And the Adidas as the sample brand to be used in the study. Using the fuzzyset Qualitative Comparative Analysis (fsQCA) attempts to find a new point to explain configural antecedents, to verify the finding and to overcome the shortages. The result of this study is aimed to find the way to narrow the gap between companies, customers and sustainable concepts.
