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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.

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Customer-based brand equity of lost customers

Bogomolova, Svetlana January 2009 (has links)
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.
Marketing and Market Research
lost customers
brand defection
brand equity

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