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When Will a Brand Scandal Spill Over, and How Should Competitors Respond?
Three experiments identify conditions under which a brand scandal spills over and negatively affects attitudes and beliefs about the product category and about competing brands. The research also examines factors that may enhance or reduce the likelihood of spillover effects and strategies for responding to scandal spillover.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM4306 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago: American Marketing Association 2006 |
|---|---|
| Edisi | Vol. 43, No. 3 (Aug., 2006), pp. 366-373 |
| Subjek | Marketing strategy Brand equity Marketing research Consumer perception Competitor Response Brand Scandal |
| ISBN/ISSN | 0022-2437 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 8 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |