The effects of perceived brand globalness on consumer responses to brand failures
Even big companies cannot guarantee their brands never ever fail customers. Recently the brand failures of Toyota taught us a vivid lesson that a brand takes decades to be built up but to be ruined overnight. Although, the advantages of building global brands are well recognized in literature, the s...
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| Format: | Others |
| Language: | en |
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Digital Commons @ Lingnan University
2010
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| Online Access: | https://commons.ln.edu.hk/mkt_etd/1 https://commons.ln.edu.hk/cgi/viewcontent.cgi?article=1000&context=mkt_etd |