Life after death? Analyzing post-defection consumer brand equity

Journal of Business Research

Volumn 63, Issue 11, 2010, Pages 1135-1141

  Bogomolova, Svetlana ^a  

^a UNIVERSITY OF SOUTH AUSTRALIA   (Australia)

Author keywords

Customer brand equity; Lapsed customers' winback; Reasons for defection

Indexed keywords

EID: 77956883511     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2009.10.009     Document Type: Article

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