Brand management and persuasion strategy for recovery : the case of a non-profit organization.

• Main Authors: Lee, Celine Pei Zhen., Chew, Audrey Qian Ru., Goh, Diana Luan En.
• Other Authors: Wee, Constance Wei Ling
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising::Product
• Online Access: http://hdl.handle.net/10356/10219
• Institution: Nanyang Technological University

The primary motivation of this study is to explore the recovery possibilities for a non-profit organization that has undergone a publicized crisis. There is very little research that point towards this direction, although not the same can be said for the profit organization. Our group has identified...