Patrick Van Kenhove

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Undoubtedly, customer relationship management has gained its importance through the statement that acquiring a new customer is several times more costly than retaining and selling additional products to existing customers. Consequently , marketing practitioners are currently often focusing on retaining customers for as long as possible. However, recent(More)
This article focuses on consumer reactions during and after the Coca-Cola crisis of June 1999 in Belgium. The research tests for associations between the personality trait "emotional stability," attitude toward the brand, and self-reported behavior. Cross-sectional data are collected from a sample of Coca-Cola drinkers between 19 and 22 years old. The data(More)
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