The role of social media and brand equity during a product recall crisis : a shareholder value perspective
Year of publication: |
March 2016
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Authors: | Hsu, Liwu ; Lawrence, Benjamin |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 33.2016, 1, p. 59-76
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Subject: | Online word-of-mouth | Brand equity | Product recall | Event study | Markenimage | Brand image | Social Web | Social web | Produkthaftung | Product liability | Shareholder Value | Shareholder value | Virales Marketing | Viral marketing | Markenführung | Brand management |
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