# Customer value anticipation, product innovativeness, and customer lifetime value: The moderating role of advertising strategy

> Research article (Journal of Business Research, 2016) · cited 79× · AI/ML

**Wikidata**: [openalex:W2338362766](https://www.wikidata.org/wiki/openalex:W2338362766)  
**Source**: https://4ort.xyz/entity/customer-value-anticipation-product-innovativeness-and-customer-lifetime-value-the-moderating-role-of-advertising-strate