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Do Confucian principles enhance sustainable marketing and customer equity?

The authors study whether Confucianism, China's dominant cultural paradigm, is a major driver of customer lifetime value (CLV) and sustainability in the Chinese context. Perceptions of young Chinese consumers are measured regarding whether they believe firms should adhere to Confucian principles.... Full description

1st Person: Sun, Yang
Additional Persons: Garrett, Tony C; Kim, Kyung Hoon
Source: in Journal of business research : JBR Vol. 69, No. 9 (2016), p. 3772-3779
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Type of Publication: Article
Language: English
Published: 2016
Online: Volltext
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