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| Author: | Dawar, N. |
| Title: | Product-harm crises and the signalling ability of brands |
| Journal: | International Studies of Management and Organization
1998 : FALL, VOL. 28:3, p. 109-119 |
| Index terms: | MANAGEMENT ORGANIZATION CRISES |
| Language: | eng |
| Abstract: | Product equity is recognized as one of the most important assets firms own (Aaker 1991, Keller 1993).Increased recognition of the value of brand equity has led to a stream of research that examines how this asset can be leveraged through , for example, extension to new product categories. However, little work has been done to examine the impact of corporate actions on brand equity. There is little research on the direct, consumer-level impact of corporate actions on brand equity. |
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