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.
| Identifer | oai:union.ndltd.org:ADTP/269032 |
| Date | January 2009 |
| Creators | Bogomolova, Svetlana |
| Source Sets | Australiasian Digital Theses Program |
| Language | EN-AUS |
| Detected Language | English |
| Rights | Copyright Svetlana Bogomolova 2009 |
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