LOSS OF BRAND EQUITY IN CRISES: THE IMPACT OF EMOTIONS AND ATTRIBUTIONS IN PRODUCT AND NON-PRODUCT NEGATIVE PUBLICITY

摘要

Companies expend a substantial amount of resource to become distinctive in the mind of consumers through branding. Brand equity is a fragile strategic asset that takes many years to build, the value of which could be lost overnight due to negative publicity and the over-reaching power of mass media. Due to its strategic importance, restoring brand equity is essential for companies mired in negative publicity.