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 merits creating shared value, prior relevant literature seems to have a limitation that overlooks environmental contribution suggested as crucial component value program by Porter and Kramer. More importantly, since most existing value-related studies focused firms in general marketing field, there is lack research efficacy programs are implemented sporting goods companies. Thus, objective present study was examine influence consumers’ perceived activities firm brand image customer loyalty context Korean market. A total 187 sport consumers participated study. Results indicated economic, social, values had significant impacts and, turn, positively affected loyalty. Consequently, current study’s findings provide with practical implications for launching programs.