Brand equity of defectors and never boughts in a business financial market
Abstract
Buyer acquisition is important for any supplier looking to maintain or expand its customer base. This study uses a brand equity perspective to compare the future customer potential of those who used the brand in the past but stopped (defectors), with the potential of those who have never bought the brand. On the surface, both groups possess the same propensity to consider the brand for future purchase. However, the underlying reasons for these...
Paper Details
Title
Brand equity of defectors and never boughts in a business financial market
Published Date
Nov 1, 2010
Volume
39
Issue
8
Pages
1261 - 1268
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