Brand afterlife: Transference to alternate brands following corporate failure
Abstract
When companies fail and withdraw their brands from the marketplace, consumers may retain positive affect and abiding loyalty to discontinued brands. This research, anchored in the extant brand relationship literature, introduces the concept of transference from psychiatry to explore the ways in which consumers' continuing relationships with a defunct brand impact the relational trajectories with competing and substitute brands in the...
Paper Details
Title
Brand afterlife: Transference to alternate brands following corporate failure
Published Date
Apr 1, 2019
Journal
Volume
97
Pages
257 - 267
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Notes
History