Can commitment save companies from negative publicity? : The tempering effect of commitment and corporate response on negative publicity
According to Faircloth, Capella & Alford, (2001), a brand is one of the most important assets a company can possess. A brand is what the consumers relate to when differentiating one com-pany from another and therefore plays a vital role for determining competitive advantage. How-ever, in...
| Main Authors: | , , |
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| Format: | Others |
| Language: | English |
| Published: |
Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management)
2009
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-7794 |