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Brand resurrection in an emerging economy

Manohar, Sujatha; Rehman, Varisha - In: Journal of marketing communications 25 (2019) 7, pp. 783-798

Persistent link: https://www.econbiz.de/10012203366

The effects of social media on brand attitude and WOM during a brand crisis : evidences from the Barilla case

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Brand crisis communication through social media : a dialogue between brand competitors on Sina Weibo

Wang, Yan - In: Corporate communications : an international journal 21 (2016) 1, pp. 56-72

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An investigation the main internal brand crisis antecedents

Dong Bich Ngoc; Tuan Phong Nham; Nguyen Tuyet-Mai - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 20 (2019), pp. 234-247

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 …

Persistent link: https://www.econbiz.de/10012020203