Sustainability and customer equity: Evaluation of citing networks and contributions

This study offers a retrospective commentary on a high-impact article and contributes to the extant literature by examining the relationship between sustainable marketing performance and customer equity. The study helps clarify perceived sustainable marketing performance, providing new insights into the relationship between perceived sustainable marketing performance and customer equity, including value equity, brand equity, and relationship equity. It also shows that environmental concerns are a key factor in enhancing customer equity for the fast fashion industry context. The high-impact article offers an initial examination of the key features of sustainability and customer equity. An assessment of works citing the article shows how it has shaped sustainable marketing and customer equity.