Recapturing images after a brand crisis through marketing communication in social networks : the Maggi controversy
Year of publication: |
2018
|
---|---|
Authors: | Srivastava, R. K. |
Published in: |
International journal of export marketing. - [Olney, Bucks.] : Inderscience Enterprises Ltd, ISSN 2059-089X, ZDB-ID 2867575-7. - Vol. 2.2018, 1, p. 63-86
|
Subject: | marketing communication | global brand | consumer brand equity | brand crisis | brand image | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management |
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