The Influence of Product Recall Crisis on Brand Equity: from an Integrated Corporations'' and Customers'' Perspective
碩士 === 義守大學 === 管理學院管理碩士班 === 99 === Product recalls have a significant impact on a firm’s brand equity. There are always opportunities for the firm to communicate with the consumers and to gain their confidence, regardless of the severity of the recall. Based on the extensive literature, this study...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/90339766821598946931 |