THE EFFECT OF NEGATIVE PUBLICITY ON BRAND EQUITY (IMAGE, ATTITUDE, AND PURCHASE INTENTION) IN INDONESIA: CASE OF DOLCE AND GABBANA RACISM SCANDAL
The paper examines the effect of negative publicity has on brand attitude, brand image, and purchase intention in the context of Luxury Brand in Indonesia. By seeing the influence of negative publicity has on both brand attitude and brand image, which later on correlated with purchase intention t...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/41976 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |