Fatal brand crisis: can bolstering strategy rebuild the tarnished reputation?
Business considers brand reputation is the key to survival for the organization. The occurrence of fatal brand crisis leaves a huge negative impact on the organization. Therefore, the purpose of this study is to examine the best response strategy to overcome the fatal brand crisis. In this study, th...
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Tun Hussein Onn Malaysia
2017
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/26037/1/JTMB%204%202%202017%201%2014.pdf http://repo.uum.edu.my/26037/ http://penerbit.uthm.edu.my/ojs/index.php/jtmb/article/view/1627 |
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| Institution: | Universiti Utara Malaysia |
| Language: | English |