Consumer learning in a turbulent market environment: Modeling consumer choice dynamics after a product-harm crisis

Journal of Marketing Research

Volumn 48, Issue 2, 2011, Pages 255-267

  Zhao, Yi ^a   Zhao, Ying ^b   Helsen, Kristiaan ^b,c  

^a GEORGIA STATE UNIVERSITY   (United States)

^b Department of Marketing ^*  (Hong Kong)

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

Author keywords

Brand choice; Perceived risk; Product crisis; Uncertainty

Indexed keywords

EID: 79955412404     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.48.2.255     Document Type: Article

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