Brand equity

Book English OPEN
Hildebrandt, Lutz; Tischer, Sven;
(2012)
  • Publisher: Humboldt-Universität zu Berlin, Wirtschaftswissenschaftliche Fakultät
  • Related identifiers: doi: 10.18452/4435
  • Subject: Brand equity | critical incidents | negative publicity | structure equation modeling | online experiment | 310 Statistik | 330 Wirtschaft
    • ddc: ddc:310 | ddc:330

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the basis of an online experiment. For this purpose, 1,122 usable responses are gathered considering the smartphone brands of Apple and Nokia as well as differ... View more
Share - Bookmark