Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies

Journal of Business Research

Volumn 64, Issue 12, 2011, Pages 1281-1287

  Dutta, Sujay ^a   Pullig, Chris ^b  

^a WAYNE STATE UNIVERSITY   (United States)

^b BAYLOR UNIVERSITY   (United States)

Author keywords

Brand crisis; Brand equity; Crisis response; Experimental design

Indexed keywords

EID: 80052888623     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2011.01.013     Document Type: Article

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