Brand salience and customer defection in subscription markets
Article Abstract:
This article find that, based upon consumer research, brand defection can evidently be forecasted. Frequency of exposure by consumers is a recurring issue in the article.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2003
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The relationship between unique brand associations, brand usage and brand performance: analysis across eight categories
Article Abstract:
The statistical analysis of the relationship between unique brand associations, brand usage and brand performance across eight categories of products is presented.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2007
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The use of metaphor in exploration of the brand concept
Article Abstract:
The authors identify a range of metaphors that are used in marketing products. These usages are then examined in marketing literature.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2003
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