Attitude basis, certainty, and challenge alignment: A case of negative brand publicity

Journal of the Academy of Marketing Science

Volumn 34, Issue 4, 2006, Pages 528-542

  Pullig, Chris ^a   Netemeyer, Richard G ^b   Biswas, Abhijit ^c  

^a BAYLOR UNIVERSITY   (United States)

^b UNIVERSITY OF VIRGINIA   (United States)

^c WAYNE STATE UNIVERSITY   (United States)

Author keywords

Attitude certainty; Attitudes; Brand equity; Brand positioning; Challenge alignment; Negative publicity

Indexed keywords

EID: 33748418143     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1177/0092070306287128     Document Type: Review

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