The dynamic impact of product-harm crises on brand preference and advertising effectiveness : an empirical analysis of the automobile industry
Yan Liu; Venkatesh Shankar
| Year of publication: |
2015
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|---|---|
| Authors: | Liu, Yan ; Shankar, Venkatesh |
| Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0025-1909, ZDB-ID 206345-1. - Vol. 61.2015, 10, p. 2514-2535
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| Subject: | advertising | brand preference | product-harm crisis | Kalman filter | generalized method of moments (GMM) | Konsumentenverhalten | Consumer behaviour | Momentenmethode | Method of moments | Kfz-Industrie | Automotive industry | Werbung | Advertising | Markenartikel | Brand | Markenimage | Brand image | Werbewirkung | Advertising effects | Markenführung | Brand management | Zustandsraummodell | State space model |
| Extent: | graph. Darst. |
|---|---|
| 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/10011386267