Recovering the corporate brand: lessons from an industry crisis
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DOI: 10.1108/ejm-09-2019-0698
Abstract: Purpose: Building on crisis management studies, this paper advances research on brand recovery from the existing focus on product brand/customer dyad into stakeholder marketing and corporate branding. Design/methodology/approach: Uses a single case of industry-dominant corporate… read more here.
Keywords: brand recovery; corporate brand; brand; crisis ... See more keywords