The thesis extends previous loyalty research by comparing the performance of brands in subscription markets, specifically financial services and insurance, on a cross-category basis. Large investments are made in these industries on cross-selling initiatives with the hope of bringing about brand growth through increased loyalty. This research found very little variation between the loyalty scores for major brands in each market, suggesting that cross selling attempts are likely to play only a minor role in brand performance. / thesis (MBusiness-Research)--University of South Australia, 2005.
| Identifer | oai:union.ndltd.org:ADTP/284167 |
| Date | January 2005 |
| Creators | Mundt, Kerry |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | © 2005 Kerry Mundt |
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