SwePub
Sök i SwePub databas

  Extended search

Träfflista för sökning "id:"swepub:oai:hhs.se:1158122430006056" "

Search: id:"swepub:oai:hhs.se:1158122430006056"

  • Result 1-1 of 1
Sort/group result
   
EnumerationReferenceCoverFind
1.
  • Dahlen, Micael, et al. (author)
  • A disaster is contagious: How a brand in crisis affects other brands
  • 2006
  • In: Journal of advertising research. - : ADVERTISING RES FOUNDATION. - 1740-1909 .- 0021-8499. ; 46:4, s. 388-397
  • Journal article (peer-reviewed)abstract
    • Negative publicity is increasing in frequency to become part of the everyday lives of consumers and everyday business of brands. Previous research reports several negative effects on the focal brand and tests strategies to cope with one's own brand crisis. But one question needs examining: how does a brand crisis affect the product category and competing brands? This article reports two studies showing that a brand crisis changes consumer perceptions and the game rules of the entire product category. The effects on competing brands differ depending on similarity to the brand in crisis. Implications for advertising, positioning, and tracking are reported in the study's findings.
  •  
Skapa referenser, mejla, bekava och länka
  • Result 1-1 of 1
Type of publication
journal article (1)
Type of content
peer-reviewed (1)
Author/Editor
Dahlén, Micael (1)
Lange, Fredrik (1)
University
Stockholm School of Economics (1)
Language
English (1)
Research subject (UKÄ/SCB)
Social Sciences (1)
Year
2006 (1)

Kungliga biblioteket hanterar dina personuppgifter i enlighet med EU:s dataskyddsförordning (2018), GDPR. Läs mer om hur det funkar här.
Så här hanterar KB dina uppgifter vid användning av denna tjänst.

 
pil uppåt Close

Copy and save the link in order to return to this view