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Drawing on research concerning the range of cues consumer's use to access brands for consideration, and the effect of frequency of exposure, we examine the concept of brand salience, which is based on the likelihood of the brand to come to the 'forefront' of the mind of a consumer. We show how a measure of brand salience is related to the probability of switching suppliers in subscription markets (e.g. insurance, banking). We have discovered a generalisable relationship between brand salience and the probability of customer defection. This relationship was consistent across three studies that covered two markets, two data collection methods, two image questioning methods and two types of attributes. This is an important finding for marketing management because it suggests that brand-attribute links in memory can influence consumer behaviour in a way that is independent of the content or importance of the attributes. Our finding might even allow managers to forecast the effect of a change in brand salience in terms of numbers of customer defections. [ABSTRACT FROM AUTHOR]

This article aimed to identify the influence of outlets in the image of luxury brands. Beside this, it aimed to characterize the luxury, understand the consumers' buying motives and, at last, identify the outlet concept. It was used a qualitative and exploratory research, in which the support research was based on in-depth interviews, by using a semi-structured script, with Sérgio K consumers and sellers from São Paulo. For the interviews' treatment, the content analysis method was applied, which revealed that the quality is what most represent the luxury for the interviewed, being the brand the most important factor at the time of buying. Furthermore, for the interviewed, the outlets are considered places where old collections in lower prices are sold. Finally, it was concluded that the outlets do not interfere in the image of luxury brand and more emphatically when is about Sérgio K brand, which was consider as a more accessible luxury by the interviewed. [ABSTRACT FROM AUTHOR]