Recapturing images after a brand crisis through marketing communication in social networks : the Maggi controversy
R.K. Srivastava
| Year of publication: |
2018
|
|---|---|
| Authors: | Srivastava, R. K. |
| Published in: |
International journal of export marketing. - [Olney, Bucks.] : Inderscience Enterprises Ltd, ISSN 2059-089X, ZDB-ID 2867575-7. - Vol. 2.2018, 1, p. 63-86
|
| Subject: | marketing communication | global brand | consumer brand equity | brand crisis | brand image | Markenimage | Brand image | Markenführung | Brand management | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Soziales Netzwerk | Social network |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011961390