When accidents are good for a brand
Tarje Gaustad, Jakob Utgård, Gavan J. Fitzsimons
| Year of publication: |
2020
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|---|---|
| Authors: | Gaustad, Tarje ; Utgård, Jakob ; Fitzsimons, Gavan J. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 107.2020, p. 153-161
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| Subject: | Brand diagnosticity | Brand identification | Negative press | User accidents | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2018.10.040 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012156729