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Buffering or catalyzing? : the impact of brand age on consumer responses to competence-related versus ethics-related brand crisis

Yongqiang Gao and Yaohan Cai, and Shanta Banik
Year of publication:
2025
Authors: Gao, Yongqiang ; Cai, Yaohan ; Banik, Shanta
Subject: Brand age | Competence-related crisis | Consumer negative responses | Culture | Ethics-related crisis | Information diagnosticity | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image
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