Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies
Year of publication: |
2011
|
---|---|
Authors: | Dutta, Sujay ; Pullig, Chris |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 64.2011, 12, p. 1281-1287
|
Publisher: |
Elsevier |
Subject: | Brand crisis | Crisis response | Brand equity | Experimental design |
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