دانلود مقاله ISI انگلیسی شماره 81955
کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
81955 2018 11 صفحه PDF سفارش دهید 10932 کلمه
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عنوان انگلیسی
Does country-of-origin brand personality generate retail customer lifetime value? A Big Data analytics approach
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Technological Forecasting and Social Change, Volume 130, May 2018, Pages 177-187

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چکیده انگلیسی

The present study sought to fill the research gap by using Big Data analytics to analyze approximately 44,000 point-of-sale transaction records for 26,000 customers of a Taiwanese retail store to understand how consumer personality traits relate to the country-of-origin (COO) traits (brand personality) of beer brands, and to predict potential customer lifetime value (CLV). The findings revealed that consumers tend to purchase and co-purchase brands with traits similar to their own personality traits (i.e., Japan—peacefulness, Belgium—openness, Ireland—excitement, etc.). Significantly, customers with the group of personality traits associated with “peacefulness” and “openness” were the most profitable customers among the five analyzed clusters (CLV value = 0.3149, 0.2635). The study provides valuable new insights into COO brand personality and consumer personality traits with co-purchase behaviors via data mining techniques, and highlights the value of extending CLV in developing useful marketing strategies.

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