Work

When a brand caught fire: the role of brand equity in product-harm crisis

Year: 2014

Type: article

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-01-2014-0477

Authors: Brianna Rea, Yong J. Wang, Jason Stoner

Institution: Ohio University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2013558427

FWCI: 9.618

Cites: 63

Cited by: 52

Related to: 10