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.

Brand choice

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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.

Marketing Management, Administration of Marketing, Analysis, Product management

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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.

United Kingdom, Public affairs, Social aspects, Usage, Metaphor

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