Determinants of Consumer-Brand Reunion After a Break-Up

Svetlana Bogomolova, University of South Australia, Australia
This research explores factors that influence consumers’ propensity to revive relationship with a previously abandoned brand. Eleven determinants of consumer-brand reunion occurring before, during and after a consumer-brand break-up are tested with a regression model using financial services data.
[ to cite ]:
Svetlana Bogomolova (2011) ,"Determinants of Consumer-Brand Reunion After a Break-Up", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.