The Effects of Source Credibility, Consumers’ Brand Commitment, and Corporate Response Strategies on Brand Attitude under Negative Publicity
碩士 === 國立臺灣大學 === 商學研究所 === 91 === In the IT era, negative publicities are widely prevalent in the marketplace; such information can be devastating and result in major losses of revenue and market share for corporations. Since negative publicities will damage brand images and destroy company reputa...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2003
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| Online Access: | http://ndltd.ncl.edu.tw/handle/85519249063066497403 |