The effect of CRM stages along with brand images and values on sustainable corporate performance

Abstract

The paper aims to understand the relation of customer relationship management (CRM) stages on the belief about sustainable performance, along with brand images and values as moderating factors and covariates. CRM stages have positive effect on SCP, and cause negative effect on social and environmental performance. The individual values give more preference for initiation and maintenance relationships then social values, and values do not show any significant relation with termination. Values also have moderate positive effect on beliefs. So, its moderating affect along with CRM stages indicates that social values affect only social and environmental performance either with initiation or maintenance. While individual values affect only economic performance either with initiation or maintenance. Brand images also moderated with CRM stages, to evaluate brand affect, which indicates that social brand image strongly effect on economic, social and environmental performance, rather than sensory brand image moderating effect on economic and social performance only.