TY  - JOUR
A1  - Thaler, Verena Sabine
A1  - Herbst, Uta
A1  - Merz, Michael A.
T1  - A real product scandal’s impact on a high-equity brand
T2  - Journal of Product & Brand Management
N2  - Findings - The results provide (longitudinal) support for the proposed evaluative approach. They reveal new evidence that building brand equity is a means to mitigate negative effects, and indicate that negative spillover effects within a high-equity brand portfolio are unlikely. Finally, this research identifies situations in which developing a new brand might be more beneficial than leveraging an existing brand. Practical implications - This research has significant implications for firms with high-equity brands that might be affected by a scandal. The findings support managers to navigate their brands through a crisis.
KW  - Crisis management
KW  - Consumer brand equity
KW  - Product scandal
Y1  - 2018
UR  - https://publishup.uni-potsdam.de/frontdoor/index/index/docId/54201
SN  - 1061-0421
VL  - 27
IS  - 4
SP  - 427
EP  - 439
PB  - Emerald Group Publishing Limited
CY  - Bingley
ER  -