Customer-based brand equity of lost customers
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(Published version)
Date
2009
Authors
Bogomolova, Svetlana
Editors
Advisors
Journal Title
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Volume Title
Type:
thesis
Citation
Statement of Responsibility
Conference Name
Abstract
This thesis explores the reasons why customers stop buying brands. The first part quantifies what proportion of customers defect for the reasons that are within and beyond brand managers' control. The second part examines how the reasons for defection impact on post-defection brand equity of former brand.
School/Discipline
University of South Australia Ehrenberg-Bass Institute for Marketing Science
Ehrenberg-Bass Institute for Marketing Science
Ehrenberg-Bass Institute for Marketing Science
Dissertation Note
PhD Doctorate
Provenance
Copyright Svetlana Bogomolova 2009
Description
EN-AUS
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506 0#$fstar $2Unrestricted online access