search query: @freeterm customer retention / total: 5
reference: 2 / 5
| Author: | Wright, M. Riebe, E. |
| Title: | Double jeopardy in brand defection |
| Journal: | European Journal of Marketing
2010 : VOL. 44:6, p. 860-873 |
| Index terms: | brand loyalty customer relations marketing strategy |
| Freeterms: | customer retention |
| Language: | eng |
| Abstract: | The aim of the study is to test whether brand defection (here as: b.d.) shows double-jeopardy effects and whether stochastic models give useful benchmarks of expected b.d. rates. The findings suggest that b.d. shows double jeopardy. Almost all b.d. in the studied markets could be explained by the category examined and the market share of the focal brand. A stochastic model of choice fits the data well. |
SCIMA