Post-recall stock market signals : the impact of ad spending on sales performance
Year of publication: |
2021
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Authors: | Huang, Jianping ; Radighieri, Jeffrey P. |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 27.2021, 6, p. 765-787
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Subject: | Ad spending | damage control | focal brand | institutional brand | non-focal brand | product recalls | Markenführung | Brand management | Produkthaftung | Product liability | Markenimage | Brand image | Markenartikel | Brand |
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