Modeling the effects of an international crisis on brand equity
Year of publication: |
2014
|
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Authors: | Maher, Amro A. |
Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 27.2014, 2, p. 74-84
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Subject: | Animosity | brand equity | social pressure | boycott | country of origin | Markenimage | Brand image | Herkunftsbezeichnung | Designation of origin | Konsumentenverhalten | Consumer behaviour | Konsumentenboykott | Consumer boycott | Ursprungsregeln | Rules of origin | Markenführung | Brand management |
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