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Life after death? Analyzing post-defection consumer brand equity

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  • Bogomolova, Svetlana

Abstract

The industry literature is full of the idea of winning back lapsed customers. Yet marketing practitioners and academics know very little about what happens to customers after they stop buying the brand. This research investigates the brand equity of lapsed customers of five major financial institutions. The analysis compares the propensity for positive and/or negative brand associations, overall brand evaluation, and the propensity to consider the brand in the future across the main segments of lapsed customers. The results show that the group of lapsed customers is not homogenous, but consists of distinct segments. Customers who defected for different reasons also differ in their post-defection brand equity. The paper concludes with implications for winback strategies for lapsed customers and brand equity measurement and management.

Suggested Citation

  • Bogomolova, Svetlana, 2010. "Life after death? Analyzing post-defection consumer brand equity," Journal of Business Research, Elsevier, vol. 63(11), pages 1135-1141, November.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:11:p:1135-1141
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    Cited by:

    1. Ascarza, & Neslin, & Netzer, & Lemmens, Aurélie & Anderson, Zachery & Fader, Peter S. & Gupta, S. & Hardie, B.G.S. & Libai, Barak & Neal, David & Provost, Foster, 2018. "In pursuit of enhanced customer retention management : Review, key issues, and future directions," Other publications TiSEM 28a90d28-6daf-42f1-bd8e-e, Tilburg University, School of Economics and Management.
    2. Bogomolova, Svetlana, 2016. "Determinants of ex-customer winback in financial services," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 1-6.
    3. Romaniuk, Jenni & Nenycz-Thiel, Magda, 2016. "Lapsed buyers' durable brand consideration in emerging markets," Journal of Business Research, Elsevier, vol. 69(9), pages 3645-3651.
    4. Chenini, Abderrahim & Touaiti, Mustapha, 2017. "Building Destination Loyalty Using Tourist Satisfaction and Destination Image: A Holistic Conceptual Framework," MPRA Paper 90639, University Library of Munich, Germany, revised 16 May 2018.
    5. Doreén Pick & Jacquelyn S. Thomas & Sebastian Tillmanns & Manfred Krafft, 2016. "Customer win-back: the role of attributions and perceptions in customers’ willingness to return," Journal of the Academy of Marketing Science, Springer, vol. 44(2), pages 218-240, March.
    6. Amankwah-Amoah, Joseph, 2014. "Old habits die hard: A tale of two failed companies and unwanted inheritance," Journal of Business Research, Elsevier, vol. 67(9), pages 1894-1903.
    7. Wu, Chih-Wen, 2014. "The study of service innovation for digiservice on loyalty," Journal of Business Research, Elsevier, vol. 67(5), pages 819-824.
    8. Bogomolova, Svetlana & Anesbury, Zachary & Lockshin, Larry & Kapulski, Natasha & Bogomolov, Tim, 2019. "Exploring the incidence and antecedents of buying an FMCG brand and UPC for the first time," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 121-129.

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