The impact of a product-harm crisis on marketing effectiveness

Marketing Science

Volumn 26, Issue 2, 2007, Pages 230-245

  Van Heerde, Harald ^a   Helsen, Kristiaan ^b   Dekimpe, Marnik G ^c  

^a UNIVERSITY OF WAIKATO   (New Zealand)

^b HONG KONG UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Hong Kong)

^c TILBURG UNIVERSITY   (Netherlands)

Author keywords

Brand equity; Brand management; Error correction models; Gibbs sampling methods; Marketing and public policy; Missing data problems; Product recalls; Time series models; Time varying parameters

Indexed keywords

EID: 34247479655     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1060.0227     Document Type: Article

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