Marketing Silence in Zombie Firms: A Conceptual Model Proposal on Perceptual Disengagement and Loyalty Erosion

This study introduces the Marketing Silence Cycle as a conceptual model that explains how the withdrawal of marketing functions in zombie firms leads to perceptual disengagement and, ultimately, erosion of loyalty. The model consists of five interconnected stages: the onset of zombie status, strategic withdrawal from marketing, the dissolution of brand–consumer touchpoints, perceptual disengagement, and the erosion of loyalty. Unlike most studies that define zombie firms only through financial indicators, this article examines the phenomenon from a marketing perspective, showing how reduced communication and visibility accelerate symbolic brand disappearance. In addition to the theoretical discussion, the study also draws on examples from Turkey, highlighting how the persistence of zombie firms reflects broader structural challenges. The paper ultimately proposes an early-warning framework for managers and policymakers, underlining the importance of maintaining brand communication and customer engagement even during times of financial distress.