Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations

Journal of Business Research

Volumn 62, Issue 4, 2009, Pages 509-516

  Dawar, Niraj ^a   Lei, Jing ^b  

^a UNIVERSITY OF WESTERN ONTARIO   (Canada)

^b UNIVERSITY OF ONTARIO INSTITUTE OF TECHNOLOGY   (Canada)

Author keywords

Brand crisis; Brand evaluation; Brand familiarity; Crisis relevance

Indexed keywords

EID: 60749125027     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2008.02.001     Document Type: Article

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