Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market

Despite the efforts of academia on exploring the merits of creating shared value, prior relevant literature seems to have a limitation that overlooks the environmental contribution suggested as a crucial component of creating shared value program by Porter and Kramer. More importantly, since most of...

Full description

Saved in:
Bibliographic Details
Published in:Sustainability 2021-07, Vol.13 (13), p.7031
Main Authors: Kim, Sang-soo, Baek, Woo-yeul, Byon, Kevin K., Ju, Sung-bum
Format: Article
Language:English
Subjects:
Brand loyalty
Competitive advantage
Consumers
Customers
Markets
Perceptions
Social responsibility
Sporting goods
Sustainability
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Despite the efforts of academia on exploring the merits of creating shared value, prior relevant literature seems to have a limitation that overlooks the environmental contribution suggested as a crucial component of creating shared value program by Porter and Kramer. More importantly, since most of the existing creating shared value-related studies have focused on firms in the general marketing field, there is a lack of research on the efficacy of creating shared value programs that are implemented by sporting goods companies. Thus, the objective of the present study was to examine the influence of consumers’ perceived creating shared value activities of sporting goods firm on brand image and customer loyalty in the context of the Korean sporting goods market. A total of 187 Korean sport consumers participated in the present study. Results indicated that sporting goods consumers’ perceived economic, social, and environmental values had significant impacts on brand image and, in turn, brand image positively affected customer loyalty. Consequently, the current study’s findings provide sporting goods firms with practical implications for launching creating shared value programs.
ISSN:2071-1050
2071-1050
DOI:10.3390/su13137031