The Impact of Critical Product Failure Events on a Firm''s Brand Equity
碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 97 === This study investigates the negative impact of critical failure events on firms’ brand equity. Product failures events often result in negative publicity and word-of-mouth, thus damage firms’ brand images. The study posits that these critical failure even...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/60886191394410128913 |