Consumers’ Brand Attitudes: : The Effect of Negative Publicity and Companies’ Response Strategies
Purpose: The purpose of the study was to assess whether the extent to which consumers’ brand attitudes change when the consumers are exposed to negative publicity of the brand, and when exposed to a company’s response to negative publicity, differ depending on the consumers’ degree of brand loyalty...
| Main Authors: | , |
|---|---|
| Format: | Others |
| Language: | English |
| Published: |
Linnéuniversitetet, Institutionen för marknadsföring (MF)
2014
|
| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35082 |