Winchester, Maxwell; Romaniuk, Jenni; Bogomolova, Svetlana - In: European Journal of Marketing 42 (2008) 5/6, pp. 553-570
Purpose – The paper seeks to conduct an exploratory study into how positive and negative brand belief levels differ before, and change after, consumers defect from a brand or take up a new brand. Design/methodology/approach – Two longitudinal studies in banking and insurance were used. These...