haku: @indexterm Brands / yhteensä: 1643
viite: 481 / 1643
| Tekijä: | Romaniuk, J. Sharp, B. |
| Otsikko: | Brand Salience and Customer Defection in Subscription Market |
| Lehti: | Journal of Marketing Management
2003 : FEB, VOL. 19:1-2, p. 25-44 |
| Asiasana: | BRANDS CUSTOMERS PERCEPTION |
| Kieli: | eng |
| Tiivistelmä: | Drawing on research concerning the range of cues consumer's use to access brands for consideration, and the effect of frequency of exposure, the authors examine the concept of brand salience, which is based on the likelihood of the brand to come to the 'forefront' of the mind of a consumer. The authors show how a measure of brand salience is related to the probability of switching suppliers in subscription markets (e.g. insurance, banking). The authors have discovered a generalizable relationship between brand salience and the probability of customer defection. This relationship was consistent across three studies that covered two markets, two data collection methods, two image questioning methods and two types of attributes. |
SCIMA