Brand afterlife : transference to alternate brands following corporate failure
Year of publication: |
2019
|
---|---|
Authors: | Russell, Cristel Antonia ; Schau, Hope Jensen ; Bliese, Paul |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 97.2019, p. 257-267
|
Subject: | Consumer-brand relationships | Company failure | Market entry | Field study | Blame | Consumer perceptions | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Insolvenz | Insolvency | Beziehungsmarketing | Relationship marketing | Markteintritt | Markenimage | Brand image | Markenartikel | Brand |
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