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Bruising Viral Spirals

In: Finding Wisdom in Brand Tragedies Managing Threats to Brand Equity

Author

Listed:
  • Chezy Ofir
  • Robert J Thomas

Abstract

In David Bollier’s book titled Viral Spiral, he described the Internet in terms of the empowerment of ordinary people:It started with that great leap forward in human history. The Internet, which gave rise to free software in the 1980s and then the World Wide Web in the early 1990s.… People started to discover their own voices … and their own capabilities … and one another…

Suggested Citation

  • Chezy Ofir & Robert J Thomas, 2023. "Bruising Viral Spirals," World Scientific Book Chapters, in: Finding Wisdom in Brand Tragedies Managing Threats to Brand Equity, chapter 4, pages 59-79, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811268182_0004
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    Keywords

    Brand; Branding; Brand Equity; Brand Positioning; Brand Tragedy; Brand Failure; Brand Catastrophes; Brand Image; Brand Loyalty; Brand Strategy; Brand Marketing; Brand Awareness; Brand Knowledge; Brand Likeability; Brand Preference; Brand Loyalty; Brand Building; Brand Manager; Brand Management; Product Management; Marketing; Market Segmentation; Customers ; Customer Journey; Consumers; Consumer Journey; Product; Advertising; Digital Media ; Value Proposition;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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