To enrich literature of brand crisis causes regards internal perspective, this paper investigates internal brand … shortage as crisis antecedents provoking brand fire consequently. Phenomenological approach is adopted using in …-depth interviews, key-note seminar and validating by case studies analysis, internal brand crises antecedents were explored based on …

Previous literature has argued that high brand equity helps stabilize financial returns and reduce share price … performance during the Fall 2008 stock market downturn. Initial results using a financially based measure of brand value … are in the hypothesized direction when an alternative, consumer-based brand equity measure (EquiTrend) is used to …