عنوان مقاله [English]
Today competition is very intense and companies are looking for customer retention to survive. The fact that customers' demands, needs, and expectations change emphasizes the necessity of checking customer loyalty continuously. Attracting customer loyalty requires the exploitation and successful implementation of new ideas that called innovation. Also, considering the importance of special customer equity, it tries to improve customer loyalty. Therefore, the purpose of this study is to measure the impact of innovation on customer loyalty by considering the role of customer equity. Advertising has been considered as a moderator variable. This study is an applied and descriptive study. For data collection, a standard questionnaire was used to collect data. A sample of 392 people who were the consumers of Kale products, were selected from different ethnic groups in Tehran. Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) were used to analyze the data by SPSS and Smart-PLS soft wares. The results of the research showed that innovation affects customer equity, and advertisements moderate their relationship. Also, a customer’s equity influences customer loyalty.
Amini, S. Amini, V. Taheri, H. & Ehtesham Rasi, R. (2018). The Relation between Advertising and Consumers’ Emotional Response (selling Insurance Products). Journal of Consumer Behavior Studies, 5(2),111-134 (In Persian).
Azar, A. Gholamzadeh, R. & Ghanavati, M. (2012). Structural Equation Modeling In Management, Negah Danesh Publication, Tehran, 1th (In Persian).
Azizi, S., Hajipour, B., Danaeifard, H. & Ghanbarzadeh miandehi, R. (2015). Advertising effectiveness in Electricity sector: the application of AIDA, Journal of Business Management, 14(2),277-298 (in Persian).
Azizi Darzian, A. & Zarepour, Z. (2014). The impact of variables on brand attitudes and advertising on consumer behavior, Journal of Business Management, 14(1), (in Persian).
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103-113.
Blattberg, R. C., & Deighton, J. (2010). Manage marketing by the customer equity test. In Perspectives On Promotion And Database Marketing: The Collected Works of Robert C Blattberg, 205-213.
Bonyadi Naeini, A., Amirghodsi, S. & Khabiri, N. (2016). The Impact of CRM on organizational performance, Journal of business Management, 15(3), 967-984. (in Persian).
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101-110.
Dwivedi, A., Merrilees, B., Miller, D., & Herington, C. (2012). Brand, value and relationship equities and loyalty-intentions in the Australian supermarket industry. Journal of Retailing and Consumer Services, 19(5), 526-536.
Esfidani, M, Ashkani, M, & Abbasi, A. (2016). The Impact of brand relation on brand love, Journal of Business Management, 15(3), 259-280. (in Persian).
Feiz, D., & Hemmati, M. (2015), Implementing Internal Marketing as a Strategy to Improve the Performance of Insurance Companies. Modern Marketing Research, 6(2), 87-108. (in Persian).
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics.
Gaur, S. S., Sharma, P., Herjanto, H., & Kingshott, R. P. (2017). Impact of frontline service employees’ acculturation behaviors on customer satisfaction and commitment in intercultural service encounters. Journal of Service Theory and Practice, 27(6), 1105-1121.
Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915-934.
Kotler, Philip & Kevin Lane Keller. (2016). Marketing Management, 15th Edition. USA : Pearson
Lee, E., Ko, E., &Zhang, H. (2013). Moderating effects of nationality and product category on the relationship between innovation and customer equity in Korea and China. Journal of Product Innovation Management, 30(1), 110-122.
Lemon, K. N., Rust, R. T., & Zeithaml, V. A. (2001). What drives customer equity?. Marketing management, 10(1), 20-25.
Liang, X., Zhang, H. & Wang, S. (2016). Customer value anticipation, product innovativeness, and customer lifetime value: The moderating role of advertising strategy. Journal of Business Research, 69(9), 3725-3730.
Matsuno, K., Zhu, Z., & Rice, M. P. (2014). Innovation process and outcomes for large Japanese firms: Roles of entrepreneurial proclivity and customer equity. Journal of Product Innovation Management, 31(5), 1106-112.
Ou, Y. C., Verhoef, P. C., & Wiesel, T. (2017). The effects of customer equity drivers on loyalty across services industries and firms. Journal of the Academy of Marketing Science, 45(3), 336-356.
Rachman, Fauzi & Briliana, Vita (2018). Examining the relationships among the customer equity dimensions, International Journal of Business, Economics and Law, 15(2), 36-43
Rahimnia, F., Kaffashpour, A. & Feizmohamadi, S. (2014). The investigation of differentiation and brand prestige on customer loyalty through identity, Journal of New Marketing Research, 4(3), 1-16 (in Persian).
Robbins, S. P., Bergman, R., Stagg, I., & Coulter, M. K. (2009). Foundations of management 3. Pearson Education.
Roholamini, M. (2011). Background of Acculturation, Attar Publication, Tehran, 10th (In Persian).
Rubera, G., & Kirca, A. H. (2017). You gotta serve somebody: the effects of firm innovation on customer satisfaction and firm value. Journal of the Academy of Marketing Science, 45(5), 741-761.
Sadarangani, P. H., Krishnamurthy, A., & Bagozzi, R. P. (2017). Shared Consumer Needs Across India and China: A Path to Global Advertising of Services?. Management International Review, 57(3), 473-500.
Scholaske, L., Buss, C., Brose, A., Wadhwa, P., & Entringer, S. (2017). Acculturation is associated with interleukin-6 concentrations among Hispanic pregnant women. Psychoneuroendocrinology, 27-38.
Segev, S. (2013). Green Advertising and Behavior. Communicating Sustainability for the Green Economy. Armonk, NY: ME Sharpe.
Segev, S., Ruvio, A., Shoham, A., & Velan, D. (2014). Acculturation and consumer loyalty among immigrants: a cross-national study. European Journal of Marketing, 48(9/10), 1579-1599.
Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125-137.
Srinivasan, S., & Hanssens, D. M. (2009). Marketing and firm value: Metrics, methods, findings, and future directions. Journal of Marketing research, 46(3), 293-312.
Tajzadeh namin, A. & Ramezani, M. (2011). Iranian Castomer loyalty in Tehran 5 star hotels, Journal of Management System, 3(5),118-135 (in Persian).
Talebi, K. (2006). Gradual innovation versus radical innovation, management Culture, 4(3), 113-130 (in Persian).
Wang, H., & Kim, K. H. (2017). The relationship between service quality and customer equity in traditional market: A cross-cultural Study, Global Fashion Management Conference at Vienna, 485-486.
Yang, Congjie & He, Jingyin. (2018). A Study on the Relationship between Customer Participation, Perceived Control and Customer Equity—Collecting Samples from Financial Industry. American Journal of Industrial and Business Management. 8(3), 777-792.
Zhang, H., Ko, E., & Kim, K. H. (2010). The influences of customer equity drivers on customer equity and loyalty in the sports shoe industry: Comparing Korea and China. Journal of Global Fashion Marketing, 1(2), 110-118.
Zhang, H., Ko, E., & Taylor, C. R. (2011). Advertising appeals strategy: Moderating effect on the relationship between innovation and customer equity drivers in China. In International Marketing (pp. 111-136). Emerald Group Publishing Limited.