Global ETD Search

Impact of Brand Crises on Brand Image in the age of Corporate Social Responsibility

Daboul, MaherUniversity of Northampton2020

… of researchers and practitioners in the field of brand management due to its significant impact on brand performance. A number of studies and practical cases suggested that integrating CSR with branding strategy creates a number of benefits to the brand and its stakeholders mutually. CSR has been …

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Is Brand Equity an Asset or a Liability in Brand Harm Crisis? Buffering and Amplifying Effects and Contingent Conditions

Xu, HaiyueBrock University2015

Brand harm crisis often result in negative consumer responses. This thesis addresses the buffering and amplifying theoretical perspectives of brand equity effects. We theorize that brand equity may interplay with the nature of brand-harm crisis in shaping consumer reactions. Results from focus …

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FCK, we're sorry: self-construal, interpersonal closeness, and swearwords in brand communications

Grewal, Gurinder Singh, University of Lethbridge. Dhillon School of Business2022

lethbridge