Rising from the ashes : how brands and categories can overcome product-harm crisis
Year of publication: |
2013
|
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Authors: | Cleeren, Kathleen ; Heerde, Harald J. van ; Dekimpe, Marnik G. |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 77.2013, 2, p. 58-77
|
Subject: | Produkthaftung | Product liability | Markenimage | Brand image | Spillover-Effekt | Spillover effect | Produktdifferenzierung | Product differentiation | Krisenmanagement | Crisis management | Konsumgüterindustrie | Consumer goods industry | Großbritannien | United Kingdom | Niederlande | Netherlands |
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