are organization members of the primary/leveraged brand and have purchased additional co-branded services as part of their … primary brand (call center operated by the membership organization) is examined. Design/Methodology/Approach The survey data … significant for co-branded service retention, the empathy dimension is most important to primary/leveraged brand retention …

Dealers are assumed to contribute positively to brand retention. We argue that the type of brand moderates the effect … of dealer performance on brand retention. Moreover, dealer retention is determined by different drivers for dealers … selling different types of brands. To analyze our claims empirically, we collected data on brand retention and dealer …