Investigating the Impact of Customer Value Anticipation and Product Innovativeness on Customer Lifetime Value: by Moderating Role of Advertising Strategy Variable

The purpose of this paper is to investigate the effect of customer value anticipation and product innovativeness on the customer lifetime value with adjusting advertising strategy variable. Based on this, the present study uses a total of 129 data on Samsung phone buyers in a community of students studying in different management trends collected through a questionnaire to analyze them using structural equations modeling With Smart PLS2 software, the research hypotheses are tested. The results indicate that customer value anticipation through product innovativeness is effective on the value of customer lifespan. Additionally, emotionally, functionally or comfortably, the advertising strategy will be able to modify the relationship between product innovativeness and customer lifetime value.