Life after death? Analyzing post-defection consumer brand equity
Abstract
The industry literature is full of the idea of winning back lapsed customers. Yet marketing practitioners and academics know very little about what happens to customers after they stop buying the brand. This research investigates the brand equity of lapsed customers of five major financial institutions. The analysis compares the propensity for positive and/or negative brand associations, overall brand evaluation, and the propensity to consider...
Paper Details
Title
Life after death? Analyzing post-defection consumer brand equity
Published Date
Nov 1, 2010
Journal
Volume
63
Issue
11
Pages
1135 - 1141
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