Brand equity â€“ how is it affected by critical incidents and what moderates the effect
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References listed on IDEAS
- Cleeren, K. & Dekimpe, M.G. & Helsen, K., 2008. "Weathering product-harm crises," Other publications TiSEM 283b51f8-dd35-4a10-930a-8, Tilburg University, School of Economics and Management.
- repec:eee:jouret:v:84:y:2008:i:4:p:424-434 is not listed on IDEAS
- Ahluwalia, Rohini, 2002. " How Prevalent Is the Negativity Effect in Consumer Environments?," Journal of Consumer Research, Oxford University Press, vol. 29(2), pages 270-279, September.
- Harald Van Heerde & Kristiaan Helsen & Marnik G. Dekimpe, 2007. "The Impact of a Product-Harm Crisis on Marketing Effectiveness," Marketing Science, INFORMS, vol. 26(2), pages 230-245, 03-04.
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More about this item
KeywordsBrand equity; critical incidents; negative publicity; structure equation modeling; online experiment;
- M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
- C14 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Semiparametric and Nonparametric Methods: General
- C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis
- C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
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