@article{ThalerHerbstMerz2018,
  author    = {Thaler, Verena Sabine and Herbst, Uta and Merz, Michael A.},
  title     = {A real product scandal's impact on a high-equity brand},
  series = {Journal of Product \& Brand Management},
  volume    = {27},
  journal   = {Journal of Product \& Brand Management},
  number    = {4},
  publisher = {Emerald Group Publishing Limited},
  address   = {Bingley},
  issn      = {1061-0421},
  doi       = {10.1108/JPBM-05-2017-1469},
  pages     = {427 -- 439},
  year      = {2018},
  abstract  = {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.},
  language  = {en}
}