زندگی پس از مرگ؟ تجزیه و تحلیل پس از فرار ارزش ویژه برند مصرف کننده
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|50764||2010||7 صفحه PDF||سفارش دهید||6656 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Volume 63, Issue 11, November 2010, Pages 1135–1141
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 the brand in the future across the main segments of lapsed customers. The results show that the group of lapsed customers is not homogenous, but consists of distinct segments. Customers who defected for different reasons also differ in their post-defection brand equity. The paper concludes with implications for winback strategies for lapsed customers and brand equity measurement and management.