Weathering product-harm crises

To counter the negative effects of a product-harm crisis, brands hope to capitalize on their equity, and often use advertising as a communication device to regain customers’ lost trust. We study how consumer characteristics and advertising influence consumers’ first-purchase decisions for two affect...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of the Academy of Marketing Science 2008-06, Vol.36 (2), p.262-270
Hauptverfasser:	Cleeren, Kathleen, Dekimpe, Marnik G., Helsen, Kristiaan
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Business and Management Marketing Original Empirical Research Social Sciences Studies
Online-Zugang:	Volltext
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