Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in Consumer Packaged Goods Industries?
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DOI: 10.1177/00222429221122698
Abstract: This article examines why some brands are able to ride the wave of macroeconomic expansions, whereas other brands are better able to successfully weather contractions. Using a utility-based framework, the authors develop hypotheses on how… read more here.
Keywords: bad times; brand equity; consumer packaged; brand ... See more keywords