Determinants of Consumer-Brand Reunion After a Break-Up
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.
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.
Svetlana Bogomolova, University of South Australia, Australia
NA - Advances in Consumer Research Volume 38 | 2011
R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands
Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas
A Beautiful MIN(D): The Multiple-Identity Network as a Framework for Integrating Identity-Based Consumer Behavior
Julian K Saint Clair, Loyola Marymount University, USA
D5. Bragging about Effort? Personal Effort Decreases Word-of-Mouth
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University