آیا شخصیت نام تجاری کشور مبدا باعث ارزش طول عمر مشتری خرده فروشی می شود؟ رویکرد تجزیه و تحلیل کلان داده  Does country-of-origin brand personality generate retail customer lifetime value? A Big Data analytics approach

1. Introduction Competition is both intensifying and shifting to new arenas in the current retail business environment in response to the increase in comparable and competitive offerings of products and services and growing consumer options (Bharadwaj et al., 2013). It has been repeatedly indicated in the literature that consumers are rapidly evolving their approaches to making purchase decisions, often resulting in the erosion of consumer loyalty (Gupta et al., 2004). Consumer free will to switch to better and/or less expensive choices in the retailing market means that it typically costs nothing for customers to switch from one retailer to another. Consequently, it is imperative for companies to focus on maintaining good customer relations and enhancing customer retention over the customer lifetime in order to generate higher profitability and growth in comparison to the significant costs and drawbacks associated with attracting and maintaining new customers (Aeron et al., 2008). In customer retention efforts, segmentation is a critical tool for understanding how consumers differ in terms of their interactions with and behavioral responses to retail marketing (Wedel and Kamakura, 2002). Segmentation can be a powerful descriptor and drives more precise targeting and positioning, which can ultimately increase customer value (Foster et al., 2011). Using segmentation, firms may be able to offer products, services, and marketing campaigns that are very similar to those of other firms to many current consumers of those firms, who have a tendency to react or interact similarly. Time-tested segmentation approaches utilize information such as demographics, as well as psychographic methods, in order to surpass superficial customer segmentation and better comprehend purchase motivations and additional behaviors (Boone and Roehm, 2002; Malcolm and Dunbar, 2012; Wiertz and DeRuyter, 2007). Developing effective retail marketing methods first means understanding consumer buying behaviors. The concept of brand personality recently has been analyzed extensively in marketing and consumer literature as a segmentation variable (Keller, 2001). The concept has been described as the human personality traits that a brand is associated with (Aaker, 1997). While an individual’s personality may be displayed in behavior, beliefs, and physical traits, brand personality is capable of being formed via direct/ indirect consumer brand experience (Kim et al., 2010). Thus, consumers can have personality traits similar to those of their preferred brand personalities. Brand personality traits can describe a brand in terms of a mutual cohort of the affiliation between brand and consumer (Sweeney and Brandon, 2006). Furthermore, brand personality has been found to have a positive effect on consumers’ loyalty, satisfaction, and recommendations to peers (Keller and Richy, 2006; Lin, 2010). Having a remarkable “personality” makes a brand special in consumers’ minds, thus forming and enlarging the equity of the brand (Freling and Forbes, 2005). However, while this has been noted by many scholars (Moilanen and Rainisto, 2008; Mulyanegara et al., 2009) brand personality has been applied infrequently to the context of national, country-of-origin (COO) brands in comparison to product or corporate brands.