Thaler, Verena Sabine; Herbst, Uta; Merz, Michael A. - In: Journal of Product & Brand Management 27 (2018) 4, pp. 427-439
Purpose: While product scandals generate many negative headlines, the extent of their impact on the scandalized brands’ equity remains unclear. Research findings are mixed. This might be because of the limitations of existing measurement approaches when investigating the effects of real...